An individual differences approach in adaptive waving of user checkout process in retail eCommerce
Ημερομηνία
2014Συγγραφέας
Belk, MariosGermanakos, Panagiotis
Asimakopoulos, Stavros
Andreou, Panayiotis G.
Mourlas, Constantinos
Spanoudis, George
Samaras, George S.
ISSN
0302-9743Source
1st International Conference on HCI in Business, HCIB 2014 - Held as Part of 16th International Conference on Human-Computer Interaction, HCI International 2014Volume
8527 LNCSPages
451-460Google Scholar check
Keyword(s):
Metadata
Εμφάνιση πλήρους εγγραφήςΕπιτομή
Developing a usable checkout process is pivotal for e-business success. However, recent research has shown that users frequently abandon their shopping carts and lacking a clear direction through the process. In this context, aiming to improve the usability and overall user experience of checkout processes in ecommerce Web-sites, this paper reports on a study, primarily inspired by concepts driven from theories of individual differences in cognitive processing, and considers content presentation and navigability as a measure of checkout usability and task quality. Concurrent think-aloud, short interviews and questionnaires were conducted with a convenient sample of 15 users to understand the preference of a particular type of checkout process, and users' task completion time while interacting with ecommerce Web-sites for a set of different checkout scenarios. Preliminary results revealed that cognitive styles have an effect on users' task completion and checkout process preference. © 2014 Springer International Publishing.