Cai, S: ing Website Interface for E-Commerce

Over the last two decades, the Internet has been dramatically revolutionizing many aspects of transactions between consumers and firms. Unlike traditional marketing channel, B2C e-commerce depends largely on Web interface to communicate information with consumers. The distinctiveness of this new marketing channel highlights the importance of understanding the effects of the Web interface on consumers‘ online shopping behavior. This book, therefore, provides new suggestions for B2C e-commerce practitioners on how to Web interface. Three separate but related essays are included. The first essay presents an online customer value framework to examine key components of customer value and investigate its impact on e-commerce competition. The second essay investigates how website aesthetics influences online consumer shopping value. Finally, the third essay investigates how product list on e-commerce website affects consumer decision making and product choices. These analyses should help shed some light on how to appropriate interfaces, and should be especially useful to ers of Web stores.