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Effect of store design on consumer purchases: an empirical study of on-line bookstores
Ist Teil von
Information & management, 2002-05, Vol.39 (6), p.431-444
Ort / Verlag
Amsterdam: Elsevier B.V
Erscheinungsjahr
2002
Quelle
ScienceDirect
Beschreibungen/Notizen
Electronic commerce, that allows business to be performed over the Internet, has been a major trend in this century. Many businesses are moving on-line. However, there are neither guidelines nor theories to show how electronic store features affect consumer purchases. This paper uses a consumer-oriented perspective to derive functional requirements for e-store design. These needs are grouped into three categories: motivation, hygiene, and media richness.
An empirical study was conducted on three on-line bookstores to evaluate the relative importance of these factors. The results show that the quality of e-store design has an effect on the consumer purchase decision. Consumers are more likely to shop at well-designed websites. Among the on-line functions, support of transaction and post-sales services play key roles.
Hygiene factors are critical when consumers decide whether to shop electronically, while motivational factors play a key role when consumers choose among different electronic stores.
Media richness factors are, in general, least important. The implication of the findings is that providing good transactional support and post-sales services to the customer is the key.