TY - GEN
T1 - Online services, customer characteristics and usability requirements
AU - Massey, Anne P.
AU - Khatri, Vijay
AU - Montoya-Weiss, Mitzi M.
PY - 2008/9/16
Y1 - 2008/9/16
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
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U2 - 10.1109/HICSS.2008.337
DO - 10.1109/HICSS.2008.337
M3 - Conference contribution
AN - SCOPUS:51449118920
SN - 0769530753
SN - 9780769530758
T3 - Proceedings of the Annual Hawaii International Conference on System Sciences
BT - Proceedings of the 41st Annual Hawaii International Conference on System Sciences 2008, HICSS
T2 - 41st Annual Hawaii International Conference on System Sciences 2008, HICSS
Y2 - 7 January 2008 through 10 January 2008
ER -