Title: Evaluating%20E-commerce:%20An%20Aesthetic%20Perspective
1Evaluating E-commerce An Aesthetic Perspective
- Johnny Snyder
- Mesa State College
2Outline
- Definition and Key Terms
- The Idea and Underpinnings
- Beginning the Study
- Ideas from the E-commerce Class
- A Pilot Study
- Conclusions
3Aesthetic
- Websters defines aesthetic as
- a philosophical theory or idea of what is
aesthetically valid at a given time and place - Aesthetics The science of beauty.
4Key terms
- Valid what is acceptable
- - what is normal
- Time past/present/ future
- Place cyberspace/the Web
5Current areas of interest in e-commerce
- Trust
- Privacy
- Credibility
6Levels of e-commerce
The Levels of E-Commerce Properties of each Level
4th Level Satisfaction Level Satisfaction with e-mail contact Satisfaction with product Time to receive product Satisfaction with e-service
3rd Level Acquisition level Opt in/opt out choices Select shipping options Share financial information with company Share personal information with company Product selection
2nd Level Faith Level Trust in web site Credibility in web site Privacy protection by web site
1st Level Impression Level Usability/Utility Layout Aesthetic appeal
0th Level Acceptance Level Accept e-commerce on the Internet Faith in e-commerce
7Credibility/Usability/Trust
- Fogg (2002)
- 39.4 54.6 of users give credibility based on
visual appeal - Ben-Bassat et al. (2004)
- Found that usability and aesthetics are
positively correlated
8Negative feedback
Positive feedback
The Levels of E-Commerce Properties of each Level
4th Level Satisfaction Level Satisfaction with e-mail contact Satisfaction with product Time to receive product Satisfaction with e-service
3rd Level Acquisition level Opt in/opt out choices Select shipping options Share financial information with company Share personal information with company Product selection
2nd Level Faith Level Trust in web site Credibility in web site Privacy protection by web site
1st Level Impression Level Usability/Utility Layout Aesthetic appeal
0th Level Acceptance Level Accept e-commerce on the Internet Faith in e-commerce
9Positive feedback
Negative feedback
The Levels of E-Commerce Properties of each Level
4th Level Satisfaction Level Satisfaction with e-mail contact Satisfaction with product Time to receive product Satisfaction with e-service
3rd Level Acquisition level Opt in/opt out choices Select shipping options Share financial information with company Share personal information with company Product selection
2nd Level Faith Level Trust in web site Credibility in web site Privacy protection by web site
1st Level Impression Level Usability/Utility Layout Aesthetic appeal
0th Level Acceptance Level Accept e-commerce on the Internet Faith in e-commerce
10Begin the studyNielsen (1993)
11Additions to Nielsen
12The study
- How these elements fit together (as axioms) to
form more complete statements (theorems or norms)
in cyberspace and/or Web design for groups of
sites with a shared purpose. - I.e. what is accepted, normal, familiar
- The visual design should match the sites
purpose (Fogg, 2004, p.19)
13The study (3)
- E-commerce class, fall 2005
- Idea papers
- Web site evaluations
14Idea paper
- The most important elements of Web design
- Color - 100
- Simplicity/complexity - 68
- Navigation/location/layout - 58
- Familiarity - 26
15Web site analysis
16Pilot study
- Airline sites
- Purpose To sell flight tickets
- How Flight search engine
17Pilot study (2)
- Determine the average or normal
- Colors used on airline sites
- Complexity of flight search engine
- Location of flight search engine
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23Hofstede (1997)
24Complexity
- Number of words
- Number of hyperlinks
- Number of text boxes
- Hicks Law
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29Metrics
- Qualitative Domain Quantitative Domain
30Conclusions
- Patterns are emerging in e-commerce over time
evolving conventions. - Patterns are emerging in e-commerce over space
Hofstedes dimensions used to analyze Web design.
31Questions Arise!
- As usual, the pilot study has given rise to
numerous questions. - Questions of time and evolution
- Questions of metrics for complexity
- Questions of culture in a global medium
- Use of color
- Use of language
32Aristotle
- What is not measurable.
- make measurable
33Thanks!
- for coming
- to the reviewer for many helpful comments
- for the questions?
34References
- Ben-Bassat, T., Meyer, J. Tractinsky, N.
(2004). Using monetary incentives and auctions
to elicit user preferences between usability and
aesthetics. CHI 04 extended abstracts on Human
factors in computing systems, 1569-1569. - Fogg, B. (2002). How do people evaluate a web
sites credibility? Results from a large study.
Retrieved May 18, 2005 from http//www.consumerwe
bwatch.org/dynamic/web-credibility-reports-evaluat
e-abstract.cfm - Fogg, B. (2004). What makes a website credible?
PowerPoint slides available by request at
http//credibility.stanford.edu/ - Hofstede, G. Hofstede, G. J. (2005). Cultures
and organizations software of the mind. New
York, NY McGraw Hill.
35References (2)
- Nielsen, J. (1993). Usability Engineering. New
York, NY Morgan Kaufmann. - Websters (1996). Encyclopedic unabridged
dictionary of the English language. New York,
NY Gramercy Books.
36Collectivist Countries Airlines
- 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)
37Individualistic Countries 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
38Comparison of means
39Navigation/Location/Layout
Foreign Airlines - Individualistic
US Airlines Large
40Navigation/Location/Layout
US Airlines - Small
41Navigation/Location/Layout
Foreign Airlines - Collectivist