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

McKechnie, Sally; Nath, Prithwiraj

Abstract

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.

Citation

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, https://doi.org/10.1016/j.ijhcs.2016.03.002

• 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
• DOI: https://doi.org/10.1016/j.ijhcs.2016.03.002
• Keywords: Website Design; Interactivity; Personalization; E-store; Maximizer; Satisficer
• Public URL: https://nottingham-repository.worktribe.com/output/780944
• Publisher URL: http://www.sciencedirect.com/science/article/pii/S1071581916000343
• Contract Date: Nov 30, 2016