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Effects of new-to-market E-store features on first time browsers

McKechnie, Sally; Nath, Prithwiraj

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Sally McKechnie

Prithwiraj Nath


Understanding the effects of website design features on website usage is complicated when buyers differ in their willingness to process information to make decisions. However, it becomes more difficult for a new-to-market e-store with no established familiarity. While extant literature suggests the use of interactivity and personalization features offered by e-stores to reduce consumers’ risk perceptions and improve trustworthiness of such stores, there is little guidance on the level of feature provision required to enhance consumer satisfaction in making product selections from a new and unfamiliar e-store. The authors explore this issue in an online experiment with 273 subjects browsing 4 websites offering identical products but with variable levels of interactivity and personalization features. Findings reveal a positive association between the level of feature provision and browser decision-making outcomes. However, interactivity features are more effective for maximizers, whereas personalization ones are more effective for satisficers.


McKechnie, S., & Nath, P. (in press). Effects of new-to-market E-store features on first time browsers. International Journal of Human-Computer Studies, 90,

Journal Article Type Article
Acceptance Date Mar 2, 2016
Online Publication Date Mar 9, 2016
Deposit Date Nov 30, 2016
Publicly Available Date Nov 30, 2016
Journal International Journal of Human-Computer Studies
Print ISSN 1071-5819
Electronic ISSN 1095-9300
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 90
Keywords Website Design; Interactivity; Personalization; E-store; Maximizer; Satisficer
Public URL
Publisher URL
Contract Date Nov 30, 2016


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