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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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Published in: | Ergonomics 2003-01, Vol.46 (1-3), p.153-168 |
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description | 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. |
doi_str_mv | 10.1080/00140130303530 |
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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. 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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 |
title | What users want in e-commerce design: effects of age, education and income |
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