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Concurrent and retrospective think-aloud protocols for information systems research

Abstract

A resurgence of interest in qualitative approaches to research in online consumer behaviour studies has spawned a need for structured approaches in the use of appropriate research techniques. A mixed method approach to research questions can often lead to a greater clarity of answer as well as exposing the researcher to new ‘tools of enquiry’. This paper describes a mixed method approach using qualitative techniques to pre-test software and task design for a field experiment and to pre-test a questionnaire for data collection. In the study, think-aloud protocol (TAP) sessions were adopted to test software.

 

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Optimal Experience in Online Shopping: The Influence of Flow

Abstract

This research investigates product presentation mode influence on the process and outcomes of online shopping. The growth of online shopping brings with it cognitive challenges for consumers attempting to assess large numbers of options in purchase decisions. Further, there is little guidance for vendors in terms of presenting large numbers of product options to aid consumer decision processing and the shopping experience.

 

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The Influence of Quality on E-Commerce Success - An Empirical Application of the DeLone and McLean IS Success Model

Abstract

This research addresses difficulties in measuring e-commerce success by implementing the DeLone and McLean (D&M) model of IS success (1992, 2003) in an e-commerce environment. This research considers the influence of quality on e-commerce success by measuring the information quality and system quality attributes of an e-commerce system and the intention to use, user satisfaction and intention to transact from a sample of respondents.

 

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Optimal Product Information Display Formats in Online Shopping Scenarios

Abstract

The second key challenge noted by the Department of Enterprise, Trade and Employment (2004) eBusiness Strategy report is the building of confidence among Irish SME's and Micro-enterprises in the development of online trading. Its associated April 2006 progress report (Department of Enterprise 2006) further stressed the necessity of Irish business to be at the forefront of eCommerce. While Irish online shopping is performing well in comparison to OECD countries (Department of Enterprise 2004) and European Union members (CSO 2008), there is an absence of information codifying optimal methods for displaying product information in online trading. This research addresses the gap in knowledge regarding optimal information presentation formats in online trading scenarios.

 

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Modelling the Effects of Decision Tools in Online Shopping

Abstract

The provision of tools to focus user interaction in analysing data to come to a decision is the core principle of a decision supporting system. This became the inherent characteristic of decision support systems to counter the cognitive overload issues associated with management information systems arising from their proficiency in gathering and collating into larger and larger reports. A similar issue arises in online shopping systems where increased catalogues become less useful without an ability to use that data to decide upon a purchase. With this in mind we argue that it is necessary now to investigate the optimum decision support tools which may be provided in online shopping systems in order to clarify for the management of these systems how best to help customers analyse and synthesise product data to form a purchase decision. In this paper we propose to investigate the methods of supporting the consumer decision by experiment and survey manipulating the methods of decision support provided and measuring the effects on the consumer decision process. This research in progress outlines the extant theories of consumer decision formation, appropriateness of strategies and the validity of supporting particular strategies. We submit that particular analyses methods should be employed and outline a laboratory experiment which we have designed to test the hypotheses formed.

 

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