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 language | English (US) |
|---|---|
| Title of host publication | Proceedings of the Annual Hawaii International Conference on System Sciences |
| DOIs | |
| State | Published - 2008 |
| Externally published | Yes |
| Event | 41st Annual Hawaii International Conference on System Sciences 2008, HICSS - Big Island, HI, United States Duration: Jan 7 2008 → Jan 10 2008 |
Other
| Other | 41st Annual Hawaii International Conference on System Sciences 2008, HICSS |
|---|---|
| Country | United States |
| City | Big Island, HI |
| Period | 1/7/08 → 1/10/08 |
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ASJC Scopus subject areas
- Engineering(all)
Cite this
Online services, customer characteristics and usability requirements. / Massey, Anne P.; Khatri, Vijay; Montoya-Weiss, Mitzi M.
Proceedings of the Annual Hawaii International Conference on System Sciences. 2008. 4438737.Research output: Chapter in Book/Report/Conference proceeding › Conference contribution
}
TY - GEN
T1 - Online services, customer characteristics and usability requirements
AU - Massey, Anne P.
AU - Khatri, Vijay
AU - Montoya-Weiss, Mitzi M.
PY - 2008
Y1 - 2008
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=51449118920&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=51449118920&partnerID=8YFLogxK
U2 - 10.1109/HICSS.2008.337
DO - 10.1109/HICSS.2008.337
M3 - Conference contribution
SN - 0769530753
SN - 9780769530758
BT - Proceedings of the Annual Hawaii International Conference on System Sciences
ER -