Evaluating E-commerce: An Aesthetic Perspective Johnny Snyder Mesa State College.
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Transcript of Evaluating E-commerce: An Aesthetic Perspective Johnny Snyder Mesa State College.
Evaluating E-Evaluating E-commerce: commerce: An Aesthetic An Aesthetic PerspectivePerspective
Johnny SnyderJohnny Snyder
Mesa State CollegeMesa State College
OutlineOutline
Definition and Key TermsDefinition and Key Terms The Idea and UnderpinningsThe Idea and Underpinnings Beginning the StudyBeginning the Study Ideas from the E-commerce ClassIdeas from the E-commerce Class A Pilot StudyA Pilot Study ConclusionsConclusions
AestheticAesthetic
Webster’s defines aesthetic as: Webster’s defines aesthetic as:
““a philosophical theory or idea of a philosophical theory or idea of
what is aesthetically valid at a what is aesthetically valid at a
given time and place”given time and place”
Aesthetics – The science of beauty.Aesthetics – The science of beauty.
Key termsKey terms
Valid – what is acceptableValid – what is acceptable
- what is normal- what is normal
Time – past/present/ futureTime – past/present/ future
Place – cyberspace/the WebPlace – cyberspace/the Web
Current areas of Current areas of interest in e-commerceinterest in e-commerce TrustTrust
PrivacyPrivacy
CredibilityCredibility
Levels of e-commerceLevels of e-commerceThe Levels of E-Commerce Properties of each Level
4th LevelSatisfaction Level
Satisfaction with e-mail contactSatisfaction with productTime to receive product
Satisfaction with e-service
3rd LevelAcquisition level
Opt in/opt out choicesSelect shipping options
Share financial information with companyShare personal information with company
Product selection
2nd LevelFaith Level
Trust in web siteCredibility in web site
Privacy protection by web site
1st LevelImpression Level
Usability/UtilityLayout
Aesthetic appeal
0th LevelAcceptance Level
Accept e-commerce on the InternetFaith in e-commerce
Credibility/Usability/Credibility/Usability/TrustTrust Fogg (2002) Fogg (2002)
– 39.4% ~ 54.6% of users give credibility 39.4% ~ 54.6% of users give credibility based on based on visual appealvisual appeal
Ben-Bassat et al. (2004)Ben-Bassat et al. (2004)
– Found that usability and aesthetics are Found that usability and aesthetics are positively correlatedpositively correlated
The Levels of E-Commerce
Properties of each Level
4th LevelSatisfaction Level
Satisfaction with e-mail contactSatisfaction with productTime to receive product
Satisfaction with e-service
3rd LevelAcquisition level
Opt in/opt out choicesSelect shipping options
Share financial information with company
Share personal information with company
Product selection
2nd LevelFaith Level
Trust in web siteCredibility in web site
Privacy protection by web site
1st LevelImpression Level
Usability/UtilityLayout
Aesthetic appeal
0th LevelAcceptance Level
Accept e-commerce on the InternetFaith in e-commerce
Negative feedback
Positive feedback
The Levels of E-Commerce
Properties of each Level
4th LevelSatisfaction Level
Satisfaction with e-mail contactSatisfaction with productTime to receive product
Satisfaction with e-service
3rd LevelAcquisition level
Opt in/opt out choicesSelect shipping options
Share financial information with companyShare personal information with company
Product selection
2nd LevelFaith Level
Trust in web siteCredibility in web site
Privacy protection by web site
1st LevelImpression Level
Usability/UtilityLayout
Aesthetic appeal
0th LevelAcceptance Level
Accept e-commerce on the InternetFaith in e-commerce
Positive feedback
Negative feedback
Begin the studyBegin the studyNielsen (1993)Nielsen (1993)
Additions to NielsenAdditions to Nielsen
The studyThe study
How these elements fit together (as How these elements fit together (as axioms) to form more complete axioms) to form more complete statements (theorems or norms) in statements (theorems or norms) in cyberspace and/or Web design for cyberspace and/or Web design for groups of sites with a shared purpose.groups of sites with a shared purpose.
I.e. what is accepted, normal, I.e. what is accepted, normal, familiar…familiar…
““The visual design should match the The visual design should match the sites purpose” (Fogg, 2004, p.19)sites purpose” (Fogg, 2004, p.19)
The study (3)The study (3)
E-commerce class, fall 2005E-commerce class, fall 2005
– Idea papersIdea papers
– Web site evaluationsWeb site evaluations
Idea paper Idea paper
The most important elements of Web The most important elements of Web design:design:
– ColorColor - 100%- 100%
– Simplicity/complexitySimplicity/complexity - 68%- 68%
– Navigation/location/layoutNavigation/location/layout - 58%- 58%
– Familiarity Familiarity - 26%- 26%
Web site analysisWeb site analysis
Add in student interestsAdd in student interests
Pilot studyPilot study
Airline sitesAirline sites
Purpose: To sell flight ticketsPurpose: To sell flight tickets
How: Flight search engineHow: Flight search engine
Pilot study (2)Pilot study (2)
Determine the average or normal: Determine the average or normal:
– Colors used on airline sitesColors used on airline sites
– Complexity of flight search engineComplexity of flight search engine
– Location of flight search engineLocation of flight search engine
Airlines - worldwide
85
23 21
139 8
4 2
0
10
20
30
40
50
60
70
80
90
1
colors
Per
cen
tag
e
Blue
Red
Green
Gold
Yellow
Orange
Purple
Pink
US airlines - large
100
80
20
0
20
40
60
80
100
120
1
Colors
Per
cen
tag
e
Blue
Red
Gold
US airlines small
92
50
8
0
10
20
30
40
50
60
70
80
90
100
1
Colors
Per
cen
tag
e
Blue
Gold
Red
Collectivist countries airlines
74
35
17
94 4 4
0
10
20
30
40
50
60
70
80
1
Colors
Per
cen
tag
e
Blue
Green
Yellow
Purple
Red
Orange
Pink
Individualistic countries airlines
92
46
23 23
8
0
10
20
30
40
50
60
70
80
90
100
1
Colors
Per
cen
tag
e
Blue
Red
Green
Orange
Yellow
Hofstede (1997)Hofstede (1997)
ComplexityComplexity
Number of wordsNumber of words
Number of hyperlinksNumber of hyperlinks
Number of text boxesNumber of text boxes
Hick’s Law: Hick’s Law:
)1(log 2 nH )1(log 2 nH
)1(log 2 nH
Complexity (hyperlinks, text boxes, menus, radio buttons)
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
1998 1999 2000 2001 2002 2003 2004 2005 2006
Year
Com
plex
ity
MetricsMetrics
Qualitative Domain Quantitative Qualitative Domain Quantitative DomainDomain
ConclusionsConclusions
Patterns are emerging in e-Patterns are emerging in e-commerce over time – evolving commerce over time – evolving conventions.conventions.
Patterns are emerging in e-Patterns are emerging in e-commerce over space – commerce over space – Hofstede’s dimensions used to Hofstede’s dimensions used to analyze Web design.analyze Web design.
Questions Arise!Questions Arise!
As usual, the pilot study has given As usual, the pilot study has given rise to numerous questions. rise to numerous questions.
– Questions of time and evolutionQuestions of time and evolution
– Questions of metrics for complexityQuestions of metrics for complexity
– Questions of culture in a global Questions of culture in a global
mediummedium– Use of colorUse of color
– Use of languageUse of language
AristotleAristotle
““What is not measurable….What is not measurable….
make measurable”make measurable”
Thanks!Thanks!
……for comingfor coming
……to the reviewer for many helpful to the reviewer for many helpful commentscomments
……for the questions?for the questions?
ReferencesReferences
Ben-Bassat, T., Meyer, J. & Tractinsky, N. (2004). Using Ben-Bassat, T., Meyer, J. & Tractinsky, N. (2004). Using monetary incentives and auctions to elicit user preferences monetary incentives and auctions to elicit user preferences between usability and aesthetics. between usability and aesthetics. CHI ’04 extended abstracts on CHI ’04 extended abstracts on Human factors in computing systems, Human factors in computing systems, 1569-1569.1569-1569.
Fogg, B. (2002). How do people evaluate a web site’s Fogg, B. (2002). How do people evaluate a web site’s credibility? Results from a large study. Retrieved May 18, 2005 credibility? Results from a large study. Retrieved May 18, 2005 from: from: http://www.consumerwebwatch.org/dynamic/web-credibility-rephttp://www.consumerwebwatch.org/dynamic/web-credibility-reports-evaluate-abstract.cfmorts-evaluate-abstract.cfm
Fogg, B. (2004). What makes a website credible? PowerPoint Fogg, B. (2004). What makes a website credible? PowerPoint slides available by request at: slides available by request at: http://http://credibility.stanford.educredibility.stanford.edu/ /
Hofstede, G. & Hofstede, G. J. (2005). Hofstede, G. & Hofstede, G. J. (2005). Cultures and Cultures and organizations software of the mindorganizations software of the mind. New York, NY: McGraw Hill.. New York, NY: McGraw Hill.
References (2)References (2)
Nielsen, J. (1993). Nielsen, J. (1993). Usability EngineeringUsability Engineering. New York, NY: . New York, NY: Morgan Kaufmann.Morgan Kaufmann.
Webster’s (1996). Webster’s (1996). Encyclopedic unabridged dictionary of Encyclopedic unabridged dictionary of the English languagethe English language. New York, NY: Gramercy Books. . New York, NY: Gramercy Books.
Collectivist Countries Collectivist Countries AirlinesAirlines
LAN (Chile)
Indian Airlines
Jet Airways (India)
Sri Lankan Air (India)
IranAir
Malaysia Airlines
Royal Brunei (Malaysia)
Copa Panama
TAP Air Portgual
EVA Air (Taiwan)
Thai Airways
Aeropostal (Venezuela)
Mexicana/2005
Aeromexico/2005
Lineas Aereas Azteca
Philippine Airlines
Cebu Airlines (Philippine)
Aerolineas Argentinas
Korean Air
Asiana Airlines (korea)
Air Jamaica
Gol Linhas Aereas (Brazil)
Varig (Brazil)
Individualistic Individualistic Countries AirlinesCountries Airlines
Austrian Airlines
Qantas
SNBrussels Airlines
Air Canada
Westjet (Canada)
Finnair
Air France
Lufthansa
Alitalia
KLM Royal Dutch Airlines
Air New Zealand
Swiss Air
British Airways
Comparison of meansComparison of means
Navigation/Location/Navigation/Location/LayoutLayout
US Airlines Large Foreign Airlines - Individualistic
Navigation/Location/Navigation/Location/LayoutLayout
US Airlines - Small
Navigation/Location/Navigation/Location/LayoutLayout
Foreign Airlines - Collectivist