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Modeling the customer in electronic commerce.

M G Helander1, H M Khalid

  • 1School of Mechanical and Production Engineering, Nanyang Technological University, Singapore. mahel@ntu.edu.sg

Applied Ergonomics
|December 29, 2000
PubMed
Summary
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This study reviews e-commerce interface design, emphasizing how to support customer decision-making through a systems model. Tailoring the online store environment to individual customer needs is key for retention and a positive shopping experience.

Area of Science:

  • Human-Computer Interaction
  • E-commerce Technology
  • Cognitive Science

Background:

  • E-commerce relies on effective web page interface design to facilitate customer interaction and decision-making.
  • Understanding the interplay between the store environment, customer, and web technology is crucial for successful online retail.
  • Customer needs, competence, and motivation significantly influence their online purchasing behavior.

Purpose of the Study:

  • To review and analyze interface design principles for e-commerce web pages.
  • To illustrate the information flow within e-commerce systems using a model.
  • To explore factors influencing customer decision-making in online shopping environments.

Main Methods:

  • A systems model approach to depict e-commerce subsystems (store environment, customer, web technology).

Related Experiment Videos

  • Contrast of different tasks within the e-commerce customer journey.
  • Review of existing literature on e-commerce interface design and customer behavior.

    • Main Results:

    • E-commerce environments must be designed to support customer decisions (entry, navigation, purchase, payment, retention).
    • A pleasing, fun, and naturally flowing task design is essential for customer retention.
    • Customizing the e-store environment based on individual customer needs, competence, and motivation is important.

    Conclusions:

    • Future ergonomics research should focus on perceptual (merchandise presentation) and cognitive (search, navigation, decision-making) aspects.
    • Integrating economic parameters into decision-making research is vital for a comprehensive understanding.
    • Effective interface design is pivotal for enhancing the customer experience and driving e-commerce success.