An individual differences approach in adaptive waving of user checkout process in retail eCommerce

Belk, Marios orcid iconORCID: 0000-0001-6200-0178, Germanakos, Panagiotis, Asimakopoulos, Stavros, Andreou, Panayiotis orcid iconORCID: 0000-0002-6369-1094, Mourlas, Constantinos, Spanoudis, George and Samaras, George (2014) An individual differences approach in adaptive waving of user checkout process in retail eCommerce. In: HCI in Business. Lecture Notes in Computer Science, 8527 . Springer, pp. 451-460. ISBN 978-3-319-07292-0

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Official URL: https://link.springer.com/chapter/10.1007/978-3-31...

Abstract

Developing a usable checkout process is pivotal for e-business success. However, recent research has shown that users frequently abandon their shopping carts and lacking a clear direction through the process. In this context, aiming to improve the usability and overall user experience of checkout processes in ecommerce Web-sites, this paper reports on a study, primarily inspired by concepts driven from theories of individual differences in cognitive processing, and considers content presentation and navigability as a measure of checkout usability and task quality. Concurrent think-aloud, short interviews and questionnaires were conducted with a convenient sample of 15 users to understand the preference of a particular type of checkout process, and users’ task completion time while interacting with ecommerce Web-sites for a set of different checkout scenarios. Preliminary results revealed that cognitive styles have an effect on users’ task completion and checkout process preference.


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