Online services, customer characteristics and usability requirements

Anne P. Massey, Vijay Khatri, Mitzi M. Montoya-Weiss

Research output: Chapter in Book/Report/Conference proceedingConference contribution

7 Scopus citations

Abstract

Designing web sites that are responsive to customer needs is a critical prerequisite for the success of online services. Recently, a usability evaluation procedure, based on the Microsoft Usability Guidelines (MUG) has emerged. MUG identifies five design requirements - content, ease of use, made-for-the-medium, emotion, and promotion - that should increase the usability of sites. To date, however, there has been limited research examining why online customers would place more or less importance on these requirements. In addition to demographic characteristics which may help explain customer needs, we propose that psychographic characteristics will also influence usability-related requirements. To develop our research model and hypotheses, we draw from recent usability literature and research in consumer behavior concerned with customers' beliefs about technology, specifically focusing on four beliefs - optimism, innovativeness, discomfort, and insecurity. We present the results of our study, involving 215 subjects, which examined the influence of customer characteristics on usability requirements.

Original languageEnglish (US)
Title of host publicationProceedings of the 41st Annual Hawaii International Conference on System Sciences 2008, HICSS
DOIs
StatePublished - Sep 16 2008
Event41st Annual Hawaii International Conference on System Sciences 2008, HICSS - Big Island, HI, United States
Duration: Jan 7 2008Jan 10 2008

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
ISSN (Print)1530-1605

Other

Other41st Annual Hawaii International Conference on System Sciences 2008, HICSS
CountryUnited States
CityBig Island, HI
Period1/7/081/10/08

ASJC Scopus subject areas

  • Engineering(all)

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    Massey, A. P., Khatri, V., & Montoya-Weiss, M. M. (2008). Online services, customer characteristics and usability requirements. In Proceedings of the 41st Annual Hawaii International Conference on System Sciences 2008, HICSS [4438737] (Proceedings of the Annual Hawaii International Conference on System Sciences). https://doi.org/10.1109/HICSS.2008.337