MUSIC CAN COAX YOU TO SHOP ... or turn you away
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While crowding is
not an issue for e-commerce, marketing professor Karen Machleit has studied
the way Web site design affects shoppers. There are people for whom the
appearance of a Web site is always very important. For browsers, who are
there to explore, site design has a strong influence on their satisfaction
with that particular shopping site. For those who visit a Web site single-mindedly,
to accomplish a specific task, the site's appearance is not as relevant.
What about sites with lots of "bells and whistles?" The University of Cincinnati researcher cautions designers to keep in mind the business's target customers, the kind of computers they have, the speed of their Internet access and so on. Because Web shopping may be seen as more risky, she emphasizes that the design should convey to the prospective buyer the retailer's trustworthiness and legitimacy.
One of the surprises revealed by research, according to the professor, is that business competition on the Internet is not based on the best price, as many had originally predicted. Trust and a familiar experience rank high with shoppers.
"Customer service is very important to people," Machleit says. "That's why so many of them continue to buy items at Amazon.com, even though it doesn't always have the lowest prices. You shop a site like Amazon because you know it's going to work, it's easy and it's convenient. Convenience is the primary factor for shopping on the Web."
What about music on a Web site? "Not that many Internet retailers use music," the professor confides. "The reason? I can't give you exact numbers, but research shows that a lot of people Web shop at work. You don't want to be shopping and have a bit of melody give you away!"
What about sites with lots of "bells and whistles?" The University of Cincinnati researcher cautions designers to keep in mind the business's target customers, the kind of computers they have, the speed of their Internet access and so on. Because Web shopping may be seen as more risky, she emphasizes that the design should convey to the prospective buyer the retailer's trustworthiness and legitimacy.
One of the surprises revealed by research, according to the professor, is that business competition on the Internet is not based on the best price, as many had originally predicted. Trust and a familiar experience rank high with shoppers.
"Customer service is very important to people," Machleit says. "That's why so many of them continue to buy items at Amazon.com, even though it doesn't always have the lowest prices. You shop a site like Amazon because you know it's going to work, it's easy and it's convenient. Convenience is the primary factor for shopping on the Web."
What about music on a Web site? "Not that many Internet retailers use music," the professor confides. "The reason? I can't give you exact numbers, but research shows that a lot of people Web shop at work. You don't want to be shopping and have a bit of melody give you away!"
Links:
Kellaris' Earworms 101 Web site, including research, myths, FAQs
