Skills matter: a tale of the anxious online shopper

Authors:
Yi Maggie Guo;Barbara D. Klein
Affiliations:
Department of Management Studies, School of Management, University of Michigan-Dearborn, Dearborn, Michigan;Department of Management Studies, School of Management, University of Michigan-Dearborn, Dearborn, Michigan
Venue:
HCI'07 Proceedings of the 12th international conference on Human-computer interaction: applications and services
Year:
2007

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Abstract

In this study we investigate the effects of user skill and task challenge on online shoppers' experiences. We use a model suggested by flow theory in which shoppers are grouped into four categories (flow, anxiety, boredom, and apathy) based on their perceptions of task challenge and their skill in performing an online shopping task. Results show that anxious shoppers have lower perceptions of the dimensions of flow, believe online shopping websites are less useful, and believe they are less likely to use the system in the future compared to the other three groups of online shoppers.