ELECTRONIC STORE DESIGN AND CONSUMER CHOISE. FUNCTIONAL GUIDLINES FOR DESIGNING ELECTRONIC STORES  MOTIVATIONAL FACTORS search engine, easy to register,

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Presentation transcript:

ELECTRONIC STORE DESIGN AND CONSUMER CHOISE

FUNCTIONAL GUIDLINES FOR DESIGNING ELECTRONIC STORES  MOTIVATIONAL FACTORS search engine, easy to register, shopping carts, home delivery, order on-line, multiple payment methods  HYGIENE FACTORS security, product tracking, allowing for product returns, service phone, consistent style  MEDIA RICHNESS FACTORS product organization, price comparison, substitute suggestion, POP, value-added informations, auction, visitor number, chat room, etc.

GUIDLINES FOR DESIGNING AN ELECTORNIC STORE  PROBLEM RECOGNITION easy to get started, pop-advertisement, auction mechanism  SEARCH FOR INFORMATION fast product search, value-added information  EVALUATION OF ALTERNATIVES comparison of prices, security of transactions, VIP system  CHOICE shopping cart, substitute products, online salespersons  TRANSACTION AND POST-SALES SERVICES easy to sign up, on-line order, order status, product returns

EMPIRICAL SUDY - HYPOTHESES BETTER-DESIGNED ELECTRONIC STORE WILL ATTRACT MORE… … consumers to purchase … consumers to visit again in the future … consumers to purchase again in the future 3 electronic bookstores (Kingston, Books and Sanmin) 30 students, 3 experts

RESULTS A) Desirable functions for electronic stores 1. store design 2. price 3. reputation 4. special needs B) Design quality of stores - experts were involved - result consistent to consumer’s assessment 1. Kingston 2. Books 3. Sanmin C) Effect of design quality on conusmer choice - actual purchase - willingness to visit again - willingness to purchase again D) Factors affecting consumer choice - factors that made a consumer to choose a certain store 1. order on-line 2. search engine 3. easy to register 4. product organization 5. home delivery …

CONCLUDING REMARKS  Design quality has significant impacts on consumer chiose of electronic stores.  The consumer’s willingness to visit again is higher than the willingness to purchase again.  Consumers rank security as the most important function that electronic commerce must provide.