Vital Interface Components’ Relative Importance in Online Shopping Tasks

Clyde A. Warden, Dungchun Tsai, Wann Yih Wu

Research output: Chapter in Book/Report/Conference proceedingChapter


Empirical exploration of how online consumers interpret and value the marketing communication embedded in shopping interface components has the potential to advance knowledge of online consumer behavior and to inform design decisions concerning consumer-oriented Web sites. To date, little research has been completed regarding how interface components hinder or aid consumer perceptions of the online marketing message. This research investigates the relative importance of online shopping interface components for online consumer shopping tasks and the role they play within the context of the Elaboration Likelihood Model’s central and peripheral routes of persuasion. The components convenience, access to information, and trust were implemented in an online shopping task. Specific preferences of respondents for each component were found to differ depending on three market segments: time savers, information seekers, and general surfers. A descriptive model of Web-based marketing components is presented.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages6
Publication statusPublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management


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