Article Archives

Using Eye-Tracking Data to Understand First Impressions of a Website

by Mark Russell Summary: This study discusses the contributions of eye-tracking data to traditional usability test measures for first-time usage of websites. Participants viewed the homepages of three different websites. Results showed that eye-movement data supplemented what users verbally reported

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Preliminary Examination of Global Expectations of Users’ Mental Models for E-Commerce Web Layouts

By Michael Bernard & Ashwin Sheshadri Summary: Preliminary results of an online global survey to investigate user expectations of standard e-commerce web objects are presented. The web objects included Back to Home, Advertisements, Internal Links, External Links, Shopping Cart, and

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Online Banking: Why People Are Branching Out

By Michelle Bayles Summary: Results from a questionnaire designed to query online banking behavior are reported. The most frequent activities reported were checking account balances and viewing or paying bills. Purchasing insurance, CDs, and applying for a loan or credit

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Can Internet Shoppers Be Described by Personality Traits?

By Gina M. Copas E-commerce retailers (e-tailers) have for some time focused on identifying the shopping habits and trends of their customers, as opposed to the Internet community as a whole. Historically, the Internet shopper profile is portrayed as a

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Top Ten Mistakes of Shopping Cart Design

By Barbara S. Chaparro1 Ahhh, shopping. Imagine strolling down the aisle of your local store with your shopping cart. You find an item that you want but before you can put it in your cart you have to give your

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