Online Store Builders

Online Store Builders
There are a number of [[online store][1]] options. Yahoo, Ebay and Amazon have store builders. [[WebStore by Amazon][2]] passes down the features from Amazon to the merchant’s personalized store. [[Ebay][3]] integrates its store solution with sales on ebay.
[edit] Information Load
Designers of online shops should consider the effects of information load. Mehrabian and Russel (1974) introduced the concept of information rate (load) as the complex spatial and temporal arrangements of stimuli within a setting.[26] The notion of information load is directly related to concerns about whether consumers can be given too much information in virtual shopping environments. Compared with conventional retail shopping, computer shopping enriches the information environment of virtual shopping by providing additional product information, such as comparative products and services, as well as various alternatives and attributes of each alternative, etc.[27]

Two major sub-dimensions have been identified for information load: complexity and novelty.[28] Complexity refers to the number of different elements or features of a site, which can be the result of increased information diversity. Novelty involves the unexpected, suppressing, new, or unfamiliar aspects of the site. A research by Huang (2000) showed that the novelty dimension kept consumers exploring the shopping sites, whereas the complexity dimension has the potential to induce impulse purchases.[29]
[edit] Consumer expectations
The main idea of online shopping is not in having a good looking website that could be listed in a lot of search engines and it is not about the art behind the site. [30] It also is not only just about disseminating information, because it is all about building relationships and making money. [31] Mostly, organizations try to adopt techniques of online shopping without understanding these techniques and/or without a sound business model. [32] Rather than supporting the organization’s culture and brand name, the website should satisfy consumer’s expectations. [33] Many researchers notify that the uniqueness of the web has dissolved and the need for the design, which will be user centered, is very important. [34] Companies should always remember that there are certain things, such as understanding the customer’s wants and needs, living up to promises, never go out of style, because they give reason to come back. [35] And the reason will stay if consumers always get what they expect. McDonaldization theory can be used in terms of online shopping, because online shopping is becoming more and more popular and website that wants to gain more shoppers will use four major principles of McDonaldization: efficiency, calculability, predictability and control.

Organizations, which want people to shop more online for them, should consume extensive amounts of time and money to define, design, develop, test, implement, and maintain website. [36] Also if company wants their website to be popular among online shoppers it should leave the user with a positive impression about the organization, so consumers can get an impression that the company cares about them. [37] The organization that wants to be acceptable in online shopping needs to remember, that it is easier to lose a customer then to gain one. [38] Lots of researchers state that even when site was a “top-rated”, it would go nowhere if the organization failed to live up to common etiquette, such as returning e-mails in a timely fashion, notifying customers of problems, being honest, and being good stewards of the customers’ data. [39] Organizations that want to keep their customers or gain new ones try to get rid of all mistakes and be more appealing to be more desirable for online shoppers. And this is why many designers of webshops considered research outcomes concerning consumer expectations. Research conducted by Elliot and Fowell (2000) revealed satisfactory and unsatisfactory customer experiences.[40]

 

 

[edit] Satisfactory:
Increased customization, e.g. “capability to treat customers as individuals”.
Convenience in purchasing “anytime, from anywhere, to anywhere”.
Responsiveness in product delivery, e.g. “instantaneous distribution of digital products and services”.
Cost savings through lower prices, e.g. “site aims at providing lower costs and latest information on music scene”.
Able to fulfill most shoppersneeds.Comparison shop several online stores at once.

[edit] Unsatisfactory (unsatisfactory experiences):
Security
Ease of use
Poor levels of service
Costs
Product delivered did not meet expectations.

[edit] User interface
It is important to take the country and customers into account. For example, in Japan privacy is very important and emotional involvement is more important on a pension’s site then on a shopping site.[41] Next to that, there is a difference in experience: experienced users focus more on the variables that directly influence the task, while novice users are focusing more on understanding the information.[42]

There are several techniques for the inspection of the usability. The ones used in the research of Chen & Macredie (2005) are: Heuristic evaluation, cognitive walkthrough and the user testing. Every technique has its own (dis-)advantages and it is therefore important to check per situation which technique is appropriate.[43]

When the customers visited the online shop, a couple of factors determine whether they will return to the site. The most important factors are the ease of use and the presence of user-friendly features.[44]

 

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Trends and Predictability in Online Shopping

One third of people that shop online use a search engine to find what they are looking for and about one fourth of people find websites by word of mouth. [16]. Word of mouth as increased as a leading way that people find websites to shop from. When an online shopper has a good first experience with a certain website sixty percent of the time they will return to that website to buy more.[17].

Books are one of the things bought most online, however clothes, shoes and accessories are all very popular things to buy online. Cosmetics, nutrition products and groceries are increasingly being purchased online.[18]. About one fourth of travelers are buying their plane tickets online because it is a quick and easy way to compare airline travel and make a purchase. Online shopping provides more freedom and control than shopping in a store.[19].[20].

According to sociological perspective online shopping is arguably the most predictable way to shop.[21]. One knows exactly what website to go to, how much the product will cost, and how long it will take for the product to reach them. Online shopping has become extremely routine and predictable, which is one of it’s great appeals to the consumer.

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Target Audience

In general, shopping has always catered to middle class and upper class women. Shopping is fragmented and pyramid-shaped. At the pinnacle are elegant boutiques for the affluent, a huge belt of inelegant but ruthlessly efficient “discounters” flog plenty at the pyramid’s precarious middle. According to the anaylsis of Susan D. Davis, at its base are the world’s workers and poor, on whose cheapened labor the rest of the pyramid depends for its incredible abundance.[8]. Shopping has evolved from single stores to large malls with different services such as offering delivery, attentive service and store credit and accepting return. [9]. These new additions to shopping have encouraged and targeted middle class women.

In recent years, online shopping has become popular; however, it still caters to the middle and upper class. In order to shop online, one must be able to have access to a computer and most of the time, own a credit card. This technology separates social classes and their ability to shop. The shopping landscape not only helps distract us from the enormous social segregation by race and class that the most privileged Americans find completely natural, it helps to reproduce this segregation. [10]. Shopping has evolved with the growth of technology and that means an even larger separation between social classes and their means to shop. Social position strongly influences individual preferences and tastes in popular culture. According to research found in the Journal of Electronic Commerce, if we focus on the demographic characteristics of the in-home shopper, in general, the higher the level of education, income, and occupation of the head of the household, the more favourable the perception of non-store shopping.[11]. It should be remembered that an influential factor in consumer attitude towards non-store shopping is exposure to technology, since it has been demonstrated that increased exposure to technology increases the probability of developing favourable attitudes towards new shopping channels. [12].

Online shopping widened the target audience to men and women of the middle class. At first, main users of online shopping were young men with a high level of income and a university education. [13]. This profile is changing. For example, in USA in the early years of Internet there were very few women users, but by 2001 women were 52.8% of the online population. [14]. Sociocultural pressure has made men generally more independent in their purchase decisions, while women place greater value on personal contact and social relations. [15]. In addition, male shoppers are more independent when deciding on purchasing products because unlike women, they don’t necessarily need to see or try on the product.

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History of Online Shopping

Since about 1990, online shopping has emerged into every corner of life, linking people to the culture of capitalism in frequent and daily ways. [1]. It lets us buy what we want, when we want at our convenience , and helps us to imagine ourselves buying, owning, and having positive outcomes by the goods available out there on the web.[2]. Shopping has been a way of identifying oneself in today’s culture by what we purchase and how we use our purchases. Online shopping has always always been a middle to high class commodity since its first arrival on the internet in society.[3]. In 1990, Tim Berners-Lee created The World Wide Web Browser.[4]. A few years later in 1994 other advances took place such as Online Banking, After that, the next big development was the opening of an online pizza shop by Pizza Hut.[5]. In that same year Netscape introduced SSL encryption to enable encryption over the data transfered online which has become essential for online shopping. In 1995, Amazon started up with online shopping, then in 1996, eBay opened up for online shopping as well.[6]. The idea of online shipping pre-dates the World Wide Web for there were earlier experiments involving real-time transaction processing from a domestic television. The technology, based on Videotex, was first demonstrated by Michael Aldrich in 1979 who designed and installed systems in the UK, including the first Tesco pilot system in the 1980s.

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E-shop and web accessibility standards: two antithetic words?

When we think about e-shop accessibility, we must keep in mind that we need to create accessible solutions so that people with disabilities are given the same opportunities to shop online, because a computer with an internet connection might be the only way for some people to order products. The history of accessibility teaches us that web interfaces are continually evolving and many applications (especially open source solutions) are extremely powerful, but at the same time, can be extremely inaccessible.

One of the main problems of Web Application accessibility is that the web has evolved with the expansion of CMS solutions: every user is now able to manage their Web site (for example an E-shop) without any knowledge of markup, web standards, etc.

Web standardization is now trying to fill this black hole: The W3C (World Wide Web Consortium) have some interesting activities, such as WCAG 2.0 (Web Content Accessibility Guidelines) and ATAG 2.0 (Authoring Tools Accessibility Guidelines), and there is also the ISO (International Standards for Organizations) act for the definition of ISO 9241-151 (Ergonomics of human system interaction – Part 151: Software ergonomics for World Wide Web user interfaces). 2007 will be the year of WCAG 2.0, ATAG 2.0 and ISO 9241-151, so there will be changes in web development; but for now, we need to refer to the old version of these specifications.

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