INVESTIGATING ONLINE CONSUMER BEHAVIOR USING THIN SLICES OF USABILITY OF WEB SITES

Ananth Chiravuri, Laura Peracchio

Research output: Contribution to conferencePaperpeer-review

1 Citation (Scopus)

Abstract

Studies in psychology have indicated that ‘thin slices,’ very brief exposure to information, have a great deal of predictive validity in judgments and decision-making. We apply this concept of “thin slices” to study the behavior of consumers when surfing online. Our primary objective is to investigate whether consumers’ thin slice judgments of web sites have validity in an online environment. We determine predictive validity of thin slices using measures on the overall usability of a web site and its navigability. We propose to test the hypotheses by conducting an experiment.

Original languageEnglish
Pages2105-2110
Number of pages6
Publication statusPublished - 2003
Externally publishedYes
Event9th Americas Conference on Information Systems, AMCIS 2003 - Tampa, United States
Duration: Aug 4 2003Aug 6 2003

Conference

Conference9th Americas Conference on Information Systems, AMCIS 2003
Country/TerritoryUnited States
CityTampa
Period8/4/038/6/03

Keywords

  • E-commerce
  • online consumer behavior
  • thin slices
  • Web site design

ASJC Scopus subject areas

  • Library and Information Sciences
  • Computer Networks and Communications
  • Computer Science Applications
  • Information Systems

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