Characterization of online shoppers with navigation problems

Abstract

Purpose

Many internet users are not able to navigate through e‐commerce web pages and reach their targets. Navigation problems lead to customers' disappointment and, as a consequence, companies fail to provide information and offer direct sales through the internet. The purpose of this paper is to profile internet users experiencing navigation problems while shopping online using socio‐demographic indicators. The application of usability is proposed as a solution to web site navigation issues.

Design/methodology/approach

Hierarchical segmentation and regression analysis are applied to a sample of online shoppers with navigation problems.

Findings

Socio‐demographic profiles of online shoppers with navigation problems.

Research limitations/implications

This paper focuses on customers' socio‐demographic features. Other indicators, such as attitudes or behaviours, have not been considered.

Practical implications

Understanding the socio‐demographic profiles of customers with higher levels of navigation problems is useful for e‐commerce companies in order to provide support to user segments experiencing more difficulties.

Originality/value

This paper highlights the importance of usability, which has been somewhat ignored in the development of e‐commerce web sites. Demographic profiles of online shoppers experiencing navigation problems are constructed.

Citation

Martínez Guerrero, M., Manuel Ortega Egea, J. and Victoria Román González, M. (2007), "Characterization of online shoppers with navigation problems", Direct Marketing: An International Journal, Vol. 1 No. 2, pp. 102-113. https://doi.org/10.1108/17505930710756851