Impact of Front-End Usability Guidelines on Evaluations of E-Commerce Web Pages

Anshu Agarwal

ISBN 10: 3836464675 / ISBN 13: 9783836464673

Published by VDM Verlag, DE, 2008

About this Item

Seller Inventory # LU-9783836464673

Bibliographic Details

• Title: Impact of Front-End Usability Guidelines on Evaluations of E-Commerce Web Pages
• Publisher: VDM Verlag, DE
• Publication Date: 2008
• Language: English
• ISBN 10: 3836464675
• ISBN 13: 9783836464673
• Binding: Paperback
• Condition: New
• Weight: 472 grams

About this title

Synopsis

This research examined the impact of usability guidelines and front-end web site design on consumer aesthetic evaluations of e-commerce web sites and perceptions of the e-retailer. A detailed web site design guidelines framework was developed from an in-depth review of the usability, human factors, and human-computer interaction web design guidelines literature. Four web site design factors (background color, white space, thumbnail image location, and thumbnail image size) were selected and varied using this framework. In addition, as a secondary research focus, this study explored the impact of these front-end web site design factors on consumer trust, product preference, and purchase intention. A conceptual model was proposed which integrated usability and web site design with consumer web site evaluation, trust, purchase intention, satisfaction, and loyalty. Conjoint analysis and optimal design methodologies were then used to design web page prototypes. Results indicated that subtle front-end web site design elements impacted consumer aesthetic evaluations of the web page and subsequent e-retailer evaluations. Results also provided support for the conceptual model developed.

About the Author

Anshu Agarwal completed her B.S. and M.S. at Cornell University in Human Factors and Ergonomics. Her undergraduate research with Professor Alan Hedge resulted in three published papers. She was awarded the Flemmie Kittrell Fellowship for her graduate studies. Anshu currently works as a Usability Analyst at Salesforce.com in San Francisco, CA.