An Information Search Cost Perspective for Designing Interfaces for Electronic Commerce

This research helps Web developers apply knowledge on information search costs to the design of Web sites that sell consumer products or services. The goal of the research is to predict how subtle changes in the user interface design influence information search costs. With an empirical study, the a...

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Bibliographic Details
Published in:Journal of marketing research 1999-08, Vol.36 (3), p.387-394
Main Authors: Hoque, Abeer Y., Lohse, Gerald L.
Format: Article
Language:English
Subjects:
Advertising campaigns
Advertising research
Cognition & reasoning
Cognitive ability
Consumer attitudes
Consumer behavior
Consumer research
Consumers
Costs
Decision making
Design
Designers
Effectiveness
Electronic commerce
Electronic paper
Human computer interaction
Hyperlinks
Influence
Information search
Marketing
Online advertising
Readability
Reading
Research Notes and Communications
Statistical analysis
Studies
Task analysis
Telephone directories
User interface
Web site design
Websites
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Description
Summary:This research helps Web developers apply knowledge on information search costs to the design of Web sites that sell consumer products or services. The goal of the research is to predict how subtle changes in the user interface design influence information search costs. With an empirical study, the authors compare 1411 choices subjects made regarding a business to patronize using paper and electronic telephone directories. The choices were contingent on information search costs imposed by the different media. By providing a theoretical basis for predicting differences in information search costs, the authors help designers create more effective Web sites for achieving their marketing objectives.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224379903600307