Evaluating e-commerce environments: approaches to cross-disciplinary investigation

Authors:
Shailey Minocha;Marian Petre;Ekaterini Tzanidou;Geke van Dijk;Dave Roberts;Nick Gassman;Nicola Millard;Barry Day;David Travis
Affiliations:
The Open University, Milton Keynes, UK;The Open University, Milton Keynes, UK;The Open University, Milton Keynes, UK;The Open University, Milton Keynes, UK;Ease of Use, IBM UK Ltd., Warwick, UK;British Airways Plc, Harmondsworth, UK;BT Plc, Martlesham Heath, Ipswich, UK;National Patient Safety Agency, London, UK;Userfocus, London, UK
Venue:
CHI '06 Extended Abstracts on Human Factors in Computing Systems
Year:
2006

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Abstract

In our on-going e?commerce research programme, we are employing techniques from HCI, cognitive psychology, social psychology, and marketing and adapting them to investigate customer behaviour with e?commerce environments. Our aim is to investigate the influencing factors beyond the usability of the website that shape the customer's expectations and subsequent experience with e?commerce. In this paper, we propose an empirically-grounded model of customer's purchase and consumption behaviour (derived as a part of our research) that supports systematic choice of techniques for the customer-centred design and evaluation of e?commerce environments. Our aim is not to provide a handbook of techniques but to share experiences of applying complementary techniques for investigating different facets of customer behaviour with e?commerce. This paper is meant to serve as a resource for researchers and practitioners who are involved in research, design and evaluation of e?commerce environments.