What users want in e-commerce design: effects of age, education and income

Preferences for certain characteristics of an online shopping experience may be related to demographic data. This paper discusses the characteristics of that experience, demographic data and preferences by demographic group. The results of an online survey of 488 individuals in the United States ind...

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Bibliographic Details
Published in:Ergonomics 2003-01, Vol.46 (1-3), p.153-168
Main Author: LIGHTNER, NANCY J.
Format: Article
Language:English
Subjects:
Adolescent
Adult
Advertising. Marketing. Consume behavior
Age Factors
Applied psychology
Biological and medical sciences
Commerce - methods
Commerce - standards
Consumer Behavior - statistics & numerical data
Demographics
Demography
Design
E-commerce
Educational Status
Effects
Electronic commerce
Ergonomics
Female
Fundamental and applied biological sciences. Psychology
Humans
Income
Information Services - standards
Internet
Male
Middle Aged
Psychology. Psychoanalysis. Psychiatry
Psychology. Psychophysiology
Satisfaction
Space life sciences
Students - psychology
Survey
Surveys and Questionnaires
Universities
User-Computer Interface
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Summary:Preferences for certain characteristics of an online shopping experience may be related to demographic data. This paper discusses the characteristics of that experience, demographic data and preferences by demographic group. The results of an online survey of 488 individuals in the United States indicate that respondents are generally satisfied with their online shopping experiences, with security, information quality and information quantity ranking first in importance overall. The sensory impact of a site ranked last overall of the seven characteristics measured. Preferences for these characteristics in e-commerce sites were differentiated by age, education and income. The sensory impact of sites became less important as respondents increased in age, income or education. As the income of respondents increased, the importance of the reputation of the vendor rose. Web site designers may incorporate these findings into the design of e-commerce sites in an attempt to increase the shopping satisfaction of their users. Results from the customer relationship management portion of the survey suggest that current push technologies and site personalization are not an effective means of achieving user satisfaction.
ISSN:0014-0139
1366-5847
DOI:10.1080/00140130303530