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Evaluating%20E-commerce:%20An%20Aesthetic%20Perspective

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Title: Evaluating%20E-commerce:%20An%20Aesthetic%20Perspective


1
Evaluating E-commerce An Aesthetic Perspective
  • Johnny Snyder
  • Mesa State College

2
Outline
  • Definition and Key Terms
  • The Idea and Underpinnings
  • Beginning the Study
  • Ideas from the E-commerce Class
  • A Pilot Study
  • Conclusions

3
Aesthetic
  • 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.

4
Key terms
  • Valid what is acceptable
  • - what is normal
  • Time past/present/ future
  • Place cyberspace/the Web

5
Current areas of interest in e-commerce
  • Trust
  • Privacy
  • Credibility

6
Levels 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
7
Credibility/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

8
Negative 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
9
Positive 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
10
Begin the studyNielsen (1993)
11
Additions to Nielsen
12
The 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)

13
The study (3)
  • E-commerce class, fall 2005
  • Idea papers
  • Web site evaluations

14
Idea paper
  • The most important elements of Web design
  • Color - 100
  • Simplicity/complexity - 68
  • Navigation/location/layout - 58
  • Familiarity - 26

15
Web site analysis
  • Add in student interests

16
Pilot study
  • Airline sites
  • Purpose To sell flight tickets
  • How Flight search engine

17
Pilot study (2)
  • Determine the average or normal
  • Colors used on airline sites
  • Complexity of flight search engine
  • Location of flight search engine

18
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23
Hofstede (1997)
24
Complexity
  • Number of words
  • Number of hyperlinks
  • Number of text boxes
  • Hicks Law

25
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29
Metrics
  • Qualitative Domain Quantitative Domain

30
Conclusions
  • 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.

31
Questions 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

32
Aristotle
  • What is not measurable.
  • make measurable

33
Thanks!
  • for coming
  • to the reviewer for many helpful comments
  • for the questions?

34
References
  • 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.

35
References (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.

36
Collectivist 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)

37
Individualistic 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
38
Comparison of means
39
Navigation/Location/Layout
Foreign Airlines - Individualistic
US Airlines Large
40
Navigation/Location/Layout
US Airlines - Small
41
Navigation/Location/Layout
Foreign Airlines - Collectivist
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