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Miriam Yom, T. H. Wilhelm

Effects of Online Help on Web Novices Shopping Experience and Consumer Behaviour

Web novices comprise an interesting market segment for electronic commerce, especially when the issue of how to win new customers arises. Novices have no regular surfing habits and no online-shopping preferences. This article reviews findings in respect of the expectations of novices and the problems they encounter on first contact with online shopping offers. In addition, various forms of help-function (help-tool) will be introduced, as a means of optimising the usability of Online-Shops for novices. The “guided tour”, which is a help-tool well-suited to novices, will be focused on. The effect of this tool on orientation, the shopping experience and consumer behaviour will be discussed with reference to empirical research results.

i-com, Oldenbourg Wissenschaftsverlag

Print ISSN: 1618-162X
Volume: 01, 02/2002
Pages: 018

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