E-commerce Web site design has received considerable attention from researchers given the practical importance of enhancing the online consumer’s experience. From this body of work, a comprehensive set of interface characteristics has been developed. While it is important to understand which characteristics can be successfully applied to a Web site’s design, it is equally important to understand their relative value in shaping a consumer’s experience, given the natural trade-offs that occur due to design complexity, resources limitations, or situational factors. Unfortunately, little research has been conducted to provide clear guidance for optimizing the selection and prioritization of various characteristics within this context of the online consumer experience (for an exception, see [12]). Consequently, we provide an overview of various interface characteristics and present their relative value in an Online Consumer’s Hierarchy of Needs (OCHN) framework.
To build this framework, we applied the macro-categories proposed by Kim and colleagues [6] for organizing various interface characteristics. We also surveyed 483 active Web consumers, whose average age was 21.1 years, with a 3:2 male-to-female ratio. Given the definitions of these different macro-categories, these consumers were asked to rank different Web site characteristics according to their importance in a purchasing process, and more importantly, to determine their relative perceived importance. Based on these results as well as existing Web site usability literature, we propose the OCHN framework. Further, we provide a conceptual comparison of the OCHN categories across a utilitarian-hedonic continuum to better understand the relative emphasis that should be placed on these respective categories when designing a Web site for varying task domains. The recommendations derived from this analysis have implications for the design of a wide range of e-commerce Web sites.
Are All Interface Characteristics Created Equal?
Although past research has identified a broad range of interface characteristics, three macro-categories—structural firmness, functional convenience, and representational delight—have been proposed to encapsulate the plethora of interface characteristics [6]. Interestingly, the Web consumers surveyed in our research support this broad categorization. Specifically, given a definition for each macro-category as well as for the various interface characteristics, these Web consumers accurately mapped these features, providing convergent support for the broad categorization of various interface characteristics.
Structural firmness relates primarily to the characteristics that influence the Web site’s security and performance [6]. Given the vast number of alternative sites supporting specific types of e-commerce use, structural firmness characteristics represent a most basic need for consumers [12]. Other characteristics include response time and provisions for privacy. Functional convenience refers to the availability of convenient characteristics that help the consumer’s interaction with the interface [6]. These include characteristics such as a site’s ease of use and ease of navigation. Lastly, representational delight refers to the Web site characteristics that stimulate a consumer’s senses (such as, atmospherics), primarily including what they see and hear [3]. Factors, such as interface consistency and graphic design influence these perceptions.
This categorization is useful for at least three reasons. First, these three categories have an implied sequence, which is consistent with their conceptual origin (such as from the architectural literature) [6]. From an interface perspective, such a sequence implies that some interface characteristics are inherently more important than others. Second, they are parsimonious, making it easier to contrast their value for different types of sites. This is especially important for interface design given the natural trade-offs that must be made between specific characteristics. For instance, the inclusion of audio content may enhance representational delight, but at the same time lower structural firmness through increased download delay. Third, based on the nature of the tasks (for example utilitarian vs. hedonic) being executed on a particular Web site, these categories provide a comprehensive framework for identifying which interface category warrants the strongest emphasis. By applying these categories of characteristics across a utilitarian-hedonic task continuum, it is then possible to evaluate their relative value for different types of Web sites.
Thus, since all categories are not the same—and likewise, since all e-commerce Web sites do not serve the same purpose—it is essential for the interface designer to understand the relative importance of each category before selecting the right collection of characteristics for a particular site. To gain this understanding, we offer the OCHN framework.
The Basic Needs of the OCHN Framework
As stated earlier, the three macro-categories of interface characteristics have an implied sequence that was supported by our survey results. Further, the perceived sequential importance of these categories maps well to Maslow’s [7] hierarchy of needs, which posits that as lower-level needs are adequately met, they become less important and higher-level needs become the individual’s primary focus. Thus, we posit that the following basic, fundamental needs must be met in a sequential order and are considered a “zone of intolerance” (meaning needs that must be minimally acceptable).
Structural firmness was found to be the most basic need for a Web site’s survival. The Web consumers surveyed indicated that characteristics related to structural firmness were most critical and that they would not visit a Web site that did not provide acceptable structural firmness, which is consistent with past Web usability research (for example, [8, 12]). Functional convenience becomes the primary concern of consumers, once the basic needs of structural firmness have been met. The Web consumers surveyed indicated that characteristics related to functional convenience were secondary to those of structural firmness, which is also consistent with past Web usability research [6]. Representational delight becomes the primary concern of consumers once the structural firmness and functional convenience needs have been adequately met. The Web consumers surveyed indicated that although characteristics that enhance the interface’s emotional aspect were important, they were relatively less important than functional convenience, and much less important than structural firmness.
Beyond the zone of intolerance, however, a range of factors can influence the online consumer’s experience. Thus, it is equally likely that successful Web sites will need different features depending on the consumer needs; therefore not all interface characteristics will be equally valued in all situations.
While it is important to understand which characteristics can be successfully applied to a Web site’s design, it is equally important to understand their relative value in shaping a consumer’s experience, given the natural trade-offs that occur due to design complexity, resources limitations, or situational factors.
Beyond the Zone of Intolerance
Another related motivation theory—the ERG theory—is a refined version of Maslow’s hierarchy of needs, which posits that more than one need may be operating at the same time [1]. Similarly, we propose that depending on the type of Web site, the value of these Web site categories will vary depending on the nature of the consumer’s task. For instance, representational delight is important to engage a consumer in an enjoyable or hedonic task, while the features associated with structural firmness are essential for facilitating a utilitarian task. Thus, while the basic needs within the OCHN framework assume a basic hierarchical sequence, we posit that beyond the zone of intolerance, needs may be equally valued, or one may become most important (see Figure 1).
To understand the threshold between the zone of intolerance and needs of varying magnitude that are pursued simultaneously, we turn to Herzberg’s two-factor theory [4]. This theory posits that hygiene factors (for example, salary) stimulate feelings of dissatisfaction, while motivational factors (for example, achievement) are more likely to stimulate feelings of satisfaction. From a Web site design perspective, hygiene factors are those features that make a Web site useful and serviceable and whose absence will make the online user dissatisfied [12]. In the context of the OCHN framework, we suggest there are certain minimum levels of quality that must exist on a site so that online users are not dissatisfied (that is, the zone of intolerance). Alternatively, motivation factors are those that add value to a site beyond the hygiene factors and contribute to the online user’s satisfaction [12]. Although our survey results support the basic sequence of needs in the zone of intolerance, we draw on existing Web site usability research to determine whether the relative importance of these categories is the same for all types of sites.
Consumers visit sites not only to search for products/services, but also to have rich, entertaining experiences. These goals or objectives determine what type of tasks the consumer performs at a site.
Different Web Sites with Different Purposes
A consumer has different expectations or goals when using a Web site. Indeed, consumers visit sites not only to search for and purchase products/services, but also to have rich, entertaining experiences. These goals or objectives determine what type of tasks the consumer performs at a site. Thus, when designing Web sites, organizations must consider which types of tasks consumers will most likely execute at their sites. Consequently, it is necessary to examine how each category within the OCHN framework potentially supports different types of consumer tasks.
Marketing literature presents a basic dichotomy of consumer tasks: experiential (hedonic) and goal-directed (utilitarian) [5]. The underlying nature of a task can be determined by whether a consumer perceives the product/service to be hedonic or utilitarian [5] as well as a consumer’s propensity to engage in hedonic or utilitarian behavior [11]. Recent research suggests that Web sites must support a wide range of tasks, including hedonic, utilitarian, or a mix of these two task types [10]. Thus, the sites that online consumers interact with to perform a particular task can be mapped across a continuum, with hedonic sites on one end, utilitarian on the other, and a hybrid of these two types in the middle.
At one end of the continuum, Web sites that are experiential, entertaining, and gratifying to the senses would effectively support more hedonic tasks [10]. Thus, e-commerce consumers pursuing a hedonic task would select Web sites that optimize the amount of fun, playfulness, or pleasure experienced [5]. Examples of such Web sites include those providing music (for example, www.mtv.com), fantasy games (for example, www.shockwave.com), or pop culture insights (for example, www.americanidol.com).
At the other end of the continuum, Web sites that provide a solution to a problem and are typically visited out of necessity would effectively support utilitarian tasks [5]. Thus, e-commerce consumers pursuing a utilitarian task would select sites based on their relative usefulness and support for solving a particular problem [10]. Examples of utilitarian sites include those providing banking (for example, www.bankofamerica.com) and bill paying (for example, www.checkfree.com).
Given this continuum between utilitarian and hedonic Web sites, there are also hybrid Web sites supporting both tasks types. Consumers may explore these Web sites for various types of informational content or to search for a particular product/service, a utilitarian benefit. Alternatively, consumers may gain hedonic benefits, such as satisfaction when gaining new information on a particular product or concept. Further, some e-retailers may want to stimulate some hedonic behavior (for example, impulsive buying) while maintaining the Web site’s utilitarian integrity. Hybrid Web sites would therefore include those providing product comparisons (www.cnet.com), shopping (www.amazon.com), or auctioning (www.ebay.com). Table 2 provides examples of Web sites that can be categorized along the hedonic-utilitarian continuum.
In sum, certain Web sites will have a heavier inclination toward one extreme of the continuum. All other Web sites will lie somewhere on this continuum, with a higher orientation toward one end or another. Thus, a Web site such as www.travelocity.com, has a higher orientation toward the utilitarian end (for example, making a reservation), but will still support hedonic tasks (for example, browsing resort photos). Similarly, a hedonic Web site, such as www.shockwave.com, has a strong inclination toward the hedonic end of the continuum, but still provides some utilitarian benefits (for example, ability to purchase games). It is also important to note that within the same Web site, the online user can encounter different Web pages that support different tasks. For instance, at www.travelocity.com, online users can browse different Web pages offering pictures and information about cruises (a hedonic task), but once they decide to make a reservation for a cruise, they will be directed to a Web page that supports utilitarian tasks (such as making a reservation).
Applying the OCHN Framework to Web Site Design
The OCHN framework provides two key goals for Web site design. First, a Web site must adequately meet online consumers’ expectations for minimal levels of each interface category. Second, once beyond the zone of intolerance, Web site designers must carefully consider the nature of the task (that is, hedonic vs. utilitarian) that online consumer will most likely execute on the site. Figure 2 illustrates the contrast of these two Web site design goals.
First and foremost, any successful Web site must hierarchically fulfill the online consumer’s basic needs by providing an acceptable level of each of the general categories. For instance, download delay must be addressed or the user may never experience the Web site’s ease of use, or eventually, the hedonic features of a Web site. The OCHN framework clearly illustrates the point that an organization’s Web site cannot begin to satisfy an online consumer if the basic needs within the zone of intolerance are not adequately met.
Subsequently, assuming that these basic needs have been met, Web site designers can turn their attention to emphasizing the interface categories that are congruent with the fundamental nature of the consumer’s task. Past Web site usability research supports this contention and has demonstrated that the emphasis on interface characteristics can vary depending on the domain in which the user is executing the task [12]. Thus, in the case of an e-commerce Web site with a utilitarian orientation, the online consumers are concerned about issues, such as security, and therefore, structural firmness is very important. Conversely, this research also found that in the case of an entertainment Web site, visual design, which is a feature of representational delight, is considered most important. Within hybrid Web sites, consumers will likely have a need to execute both task types. Consequently, depending on the task type, hybrid Web sites will need to strike a balance between structural firmness and representational delight by tailoring the Web site to support the underlying nature of the task. Functional convenience, however, is generally important in all three types of Web sites to enhance ease of use and navigation.
Thus, different types of Web sites—utilitarian, hedonic, or hybrid—require a different mix of these categories to maximize different aspects of the consumer experience and to be successful. Figure 2 gives an indication of the level of each category that should be present on the different types of Web sites. An important note to be stressed is that these levels will also vary within each type of Web site. For example, in the case of a hedonic Web site, a consumer may tolerate longer response time if he or she is able to test a new game in advance of the release on a competing Web site. Thus, the level of each category within each Web site type may also depend on its relative advantage over competing Web sites (for example, unique content).
Recommendations for Web Site Design
Web site design is an iterative process where characteristics are fine-tuned to enhance the consumers’ experience. Useful guidelines have been published to inform designers on how to best operationalize various design characteristics (for example, [9] ). These guidelines, however, do not provide clear and compelling direction for focusing the broad categories of characteristics based on the Web site’s purpose along the utilitarian-hedonic continuum. It is the aim of the OCHN framework to provide this direction.
Interface designers always face difficult and often confusing trade-offs when designing Web sites. Given the finite resources for development and the emerging reality that both utilitarian and hedonic tasks must be supported in the same Web site, the OCHN framework provides clear guidance to designers on where to best focus their attention. Specifically, when designing a Web site that primarily supports utilitarian tasks, designers must maximize those interface characteristics that strengthen structural firmness. Alternatively, when designing a Web site that focuses on hedonic tasks, designers must maximize those interface characteristics that strengthen representational delight. Yet, the most common scenario is a hybrid Web site that supports a mix of both tasks. For instance, product evaluation may require strong representation delight that stimulates a hedonic reaction. In turn, once the evaluation is complete and a consumer is ready to purchase the product, the focus will likely turn to structural firmness.
Thus, when designing hybrid Web sites, designers must balance various interface characteristics in order to provide the right mix of structural firmness and representational delight to meet the fundamental demands of the task(s). Of course, as previously stressed, all systems must have acceptable levels of the different macro-categories in order to be successful. Yet, the relative focus of the design should be motivated by a Web site’s purpose along the utilitarian-hedonic continuum (see Figure 3).
Finally, using the OCHN framework, we envision an opportunity to dynamically personalize a Web site for a given user, for a given interaction session, based on a real-time analysis of click patterns and past user behavior. Personalization 2.0 goes beyond current efforts that make product recommendations (for example, Amazon.com), by also customizing the way in which the Web site is presented to the online user along the utilitarian-hedonic continuum.
Given the growth of e-commerce usage and competitiveness, effective Web site designs are necessary to maintain or increase market share. However, it is impossible to design the “perfect” interface given the range of possible tasks, contexts, and abilities of consumers visiting a particular site (see [2]). Nevertheless, the OCHN framework provides clear guidance to design professionals for better understanding how to best focus their limited design resources and for choosing specific characteristics optimizing when designing various types of Web sites.
Figures
Figure 2. Different levels of macro-categories needed at different Web sites.
Figure 3. Where to allocate design resources for different types of Web sites.
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