Determinants of E-consumer Productivity on a Commercial Website: an Experimental Approach
نویسندگان
چکیده
The purpose of this paper was to investigate the determinants of e-consumer productivity on a virtual store. This study drew on research dealing with consumer productivity, information retrieving and website design. A 2x2x2 online experiment with a sample of 350 participants was conducted. Results showed that e-consumer productivity depended on individual characteristics (e.g., Internet experience, cognitive absorption, and product category familiarity) and on interactions between the type of strategy used, the nature of the task and the website design.
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