An Individual Differences Approach in Adaptive Waving of User Checkout Process in Retail eCommerce

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• 作者：Marios Belk (16)
  Panagiotis Germanakos (16) (19)
  Stavros Asimakopoulos (18)
  Panayiotis Andreou (16)
  Constantinos Mourlas (18)
  George Spanoudis (17)
  George Samaras (16)
  
• 关键词：Ecommerce ; Checkout Process ; Individual Differences ; Cognitive Styles ; User Study
• 刊名：Lecture Notes in Computer Science
• 出版年：2014
• 出版时间：2014
• 年：2014
• 卷：8527
• 期：1
• 页码：451-460
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• 作者单位：Marios Belk (16)
  Panagiotis Germanakos (16) (19)
  Stavros Asimakopoulos (18)
  Panayiotis Andreou (16)
  Constantinos Mourlas (18)
  George Spanoudis (17)
  George Samaras (16)
  
  16. Department of Computer Science, University of Cyprus, CY-1678, Nicosia, Cyprus
  19. SAP AG, Dietmar-Hopp-Allee 16, 69190, Walldorf, Germany
  18. Faculty of Communication and Media Studies, National & Kapodistrian University of Athens, 5 Stadiou Str, GR 105-62, Athens, Hellas
  17. Department of Psychology, University of Cyprus, CY-1678, Nicosia, Cyprus
  
• ISSN：1611-3349

文摘

Developing a usable checkout process is pivotal for e-business success. However, recent research has shown that users frequently abandon their shopping carts and lacking a clear direction through the process. In this context, aiming to improve the usability and overall user experience of checkout processes in ecommerce Web-sites, this paper reports on a study, primarily inspired by concepts driven from theories of individual differences in cognitive processing, and considers content presentation and navigability as a measure of checkout usability and task quality. Concurrent think-aloud, short interviews and questionnaires were conducted with a convenient sample of 15 users to understand the preference of a particular type of checkout process, and users-task completion time while interacting with ecommerce Web-sites for a set of different checkout scenarios. Preliminary results revealed that cognitive styles have an effect on users-task completion and checkout process preference.