2020.03.24 Yunha Han

1. Online impulse buying:
What encourages or discourages user experience
in online consumption?
Team Sago | Yunha Han, Hwiyeon Kim
2020 Spring | S.T in Computer Engineering 1 (Advanced HCI)
Term Project Presentation
03-24-2020

2. Contents
1. Motivation & Background
2. Research Questions
3. Study design
4. Expected Results

3. Motivation
• Flood of online shopping websites
 Consumers spend $5,400 per year on average on impulse purchases on food,
clothing, household items, and shoes. (O’Brien et al., 2018 [1])
 About 40% of all online consumer expenditure is attributable to online impulse
buying. (Yong et al., 2013 [2])
• Do online shopping websites really HELP consumers?
 Websites have an incentive to encourage impulse buying
 Sometimes do not match with the consumer’s best interests (Carol et al., 2019 [3])
1
[1] O’Brien, S. (2018). Consumers Cough Up $5,400 a Year on Impulse Purchases. CNBC.com, February 23, Retrieved July 30, 2018 from https://www.cnbc.com/2018/02/23/consumers-
cough-up-5400-ayear-on-impulse-purchases.html. Accessed 30 Jul 2018.
[2] Yong Liu, Hongxiu Li, Feng Hu, Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions, Decision Support Systems, Volume 55, Issue 3,
2013, Pages 829-837, ISSN 0167-9236, https://doi.org/10.1016/j.dss.2013.04.001.
[3] Carol Moser, Sarita Y. Schoenebeck, and Paul Resnick. 2019. Impulse Buying: Design Practices and Consumer Needs. In Proceedings of the 2019 CHI Conference on Human Factors in
Computing Systems (CHI ’19). Association for Computing Machinery, New York, NY, USA, Paper 242, 1–15. DOI:https://doi.org/10.1145/3290605.3300472

4. Background (1/2)
2[4] Dawson, Sandy & Kim, Minjeong. (2010). Cues on apparel web sites that trigger impulse purchases. Journal of Fashion Marketing and Management. 14. 230-246.
10.1108/13612021011046084.
• Cues on Apparel Websites that Trigger Impulse Purchases (Dawson et al. FMM ’10 [4])
 What are the external impulse trigger cues on apparel web sites from the
consumers’ point-of-view?
• Focus group interview -> Coding Guide
 What is the relationship between the amount of external impulse trigger cues and
online retailers’ financial performance?
• Content Analysis of Top 30 and bottom 30 From Internet Retailer’s (2005) top 99 online apparel
retailers
 Result :
• The amount of external trigger cues of impulse buying may be a factor that
affects a retailer’s profitable success by encouraging online impulse purchases
• There are differences in frequency order of external impulse trigger cues
between the focus group interviews and the content analysis.

5. Background (2/2)
• Impulse Buying: Design Practices and Consumer Needs (Carol et al. CHI ’19 [3])
 What features e-commerce sites use to encourage impulse buying
• A systematic content analysis of 200 top e-commerce websites in the US
-> features of websites that encourage impulse buying  12 themes
 What tools consumers desire to curb their online spending
• A survey of online impulse buyers
-> Online impulse buyers want tools to curb their impulse spending
3
[3] Carol Moser, Sarita Y. Schoenebeck, and Paul Resnick. 2019. Impulse Buying: Design Practices and Consumer Needs. In Proceedings of the 2019 CHI Conference on Human Factors in
Computing Systems (CHI ’19). Association for Computing Machinery, New York, NY, USA, Paper 242, 1–15. DOI:https://doi.org/10.1145/3290605.3300472

6. 4
• 12 Themes and 71 Features of Online Shopping Websites
 Physical Proximity
 Temporal Proximity
 Lower Risk
 Social Influence
 Browsing
 Add-on Benefits
 Perceived Scarcity
 Urgency
 Shopping Momentum
 Advertising
 Investment
 Deliberation
Background (2/2)

7. • 12 Themes and 71 Features of Online Shopping Websites
 Physical Proximity
 Temporal Proximity
 Lower Risk
 Social Influence
 Browsing
 Add-on Benefits
 Perceived Scarcity
 Urgency
 Shopping Momentum
 Advertising
 Investment
 Deliberation
Background (2/2)
4
In consumer’s point-of-view, are there any features that
consumer consider essential (helpful)or unnecessary (annoying)?

8. RQ1. What kind of themes and features do Korea online shopping sites take?
5
Research Questions
• Encouraging Factors in Online Shopping Websites
RQ2. What features of online shopping websites do consumers pay attention to most?
RQ3. Do consumers recognize the role of features of online shopping websites encourage
their impulse buying?
RQ4. What features of online shopping websites are considered as essential or unnecess
ary by consumers, in an aspect of user experience?

9. 6
Flow
Carol et al.
12 Themes & 71
Features of Online
Shopping Websites
which can cause
impulse buying
What features of onl
ine shopping sites do
consumers pay atten
tion to most? (RQ2)
Attention
What features of onl
ine shopping sites ar
e considered as esse
ntial or unnecessary
by consumers, in an
aspect of UX? (RQ4)
UX Evaluation
Study 1 & 2
Component Analysis
From Carol's classification of th
emes and features of online sh
opping sites, what kind of them
es and features do Korea online
shopping sites take? (RQ1)
Pre-survey
Do consumers recogn
ize the role of feature
s of online shopping
websites encourage t
heir impulse buying?
(RQ3)
Self-knowledge

10. 7
Study design overview
To confirm RQ2
• Give simple tasks and see what compo
nents user focused on
To confirm RQ3, 4
• In-depth Interview / Focus Group
Component Analysis of
current shopping sites
Concentration check
& Interview with Online consumers
To confirm RQ1
• Select current shopping
sites that are familiar to
our research targets (Ko
rean consumers)
• Coding with current cla
ssification of Carol
To confirm results of study 1 (RQ 2,3,4)
• Create controlled virtual environment
• Without any ads, junks
• Focus the components we want to
see
• Remove potential biases
Screened components
Concentration check
& Interview with Online consumers
Classified components
Pre-study Study 1 Study 2

11. 8
Study design
Component Analysis of
current shopping sites
Pre-study
1. Select Top 7 Shopping websites of Korea
• Coupang, 11 street, Tmon, Wemap, Auction, Interpark, Gmarket
• (Source) Domestic Open Market Brand January 2020 Bia Data Analysis Results:
http://www.reputation.kr/news/articleView.html?idxno=3248
2. Coding what themes/features the selected shopping websites are taking from
Carol’s work
• Expected Coding Result :
The Purpose of Pre-survey:
• (1) Obtaining grounds for
selecting shopping website
for study 1
• Comparison with U.S
shopping websites
• Remove shopping
websites that are
considered as outlier
• (2) Analyzing patterns that
Korean shopping websites
are taking
( + Ask questions how
consumers think or feel
about these patterns in
Study 1,2)
Reference : Carol Moser, Sarita Y. Schoenebeck, and Paul Resnick. 2019. Impulse Buying: Design Practices and Consumer Needs. In Proceedings
of the 2019 CHI Conference on Human Factors in Computing Systems (CHI ’19). Association for Computing Machinery, New York, NY, USA,
Paper 242, 1–15. DOI:https://doi.org/10.1145/3290605.3300472
Total #
Impulse features
Add on
Recommendation
Discount Easy Credit ..
Coupang 34(frequency) 1 2 0
11 street 30 0 1 2
T Mon 31 1 3 1
WeMakeP 29 1 1 1
Interpark 33 0 1 1
Amazon 33 1 2 1
eBay 29 1 1 0

12. 9
Study design
Concentration check
& Interview with Online consumers
Study 1
• Experiment with 3 representative shopping sites selected from Pre-study
1. Pre-survey
• Give questions about online shopping behavior
a. How often do you have shopping?
b. When do usually have impulse to buy something?
c. Which shopping website do you usually use?
• Talk about participants’ shopping experience in online
2. Experiment
• Give participants a specific shopping scenario and a simple task which is in
impulse buying context
Ex) Today, you are getting bonus. You decide to give a present to yourself …
• Record the interaction and shopping flow of the participants under the given
scenario and the task (Until they put the product into the cart)
3. Interview
• See the recorded video to the participants together & Ask questions
a. What is the most eye-catching feature?
b. What features do you think are essential for shopping?
c. What features do you think are unnecessary or annoying for shopping?
d. What features do you think are encouraging impulse buying to you most?
The Purpose of Study 1 (RQ2,3,4)
• Figuring out
(1) Features that catch
consumers’ eyes
(2) Features that consumers
feel important for shopping
(3) Features that make
consumers make annoying
Reference :
• Yong Liu, Hongxiu Li, Feng Hu, Website attributes in urging online impulse purchase: An empirical investigation on consumer
perceptions,
Decision Support Systems, Volume 55, Issue 3, 2013, Pages 829-837, ISSN 0167-9236, https://doi.org/10.1016/j.dss.2013.04.001.
• Wells, John & Parboteeah, D. & Valacich, Joseph. (2011). Research Article Online Impulse Buying: Understanding the Interplay
between Consumer Impulsiveness and Website Quality *. J. AIS. 12. 10.17705/1jais.00254.

13. 10
Study design
Concentration check
& Interview with Online consumers
Study 2 • Implementing the virtual shopping websites
• Remove adds, junks, or any distracting features
• Include that mentioned in Study 1 (eye-catching / helpful / annoying)
1. Pre-survey
• Similar with Study 1
2. Experiment
• Give a shopping scenario in impulse buying context.
• Browsing the virtual shopping site.
3. Evaluation & Interview
• Interview page
• Highlighting and asking questions for each feature
(7 Likert scales, from strongly disagree(1) to strongly agree(7))
a. This feature is catching my eyes.
b. This feature is helpful for reasonable consumption.
c. This feature urges me to buy impulsively.
d. This feature is annoying me.
Reference :
• Carol Moser, Chanda Phelan, Paul Resnick, Sarita Y. Schoenebeck, and Katharina Reinecke. 2017. No Such Thing as Too Much Chocolate:
Evidence Against Choice Overload in E-Commerce. In Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems
(CHI ’17). Association for Computing Machinery, New York, NY, USA, 4358–4369. DOI:https://doi.org/10.1145/3025453.3025778
The Purpose of Study 2 (RQ2,3,4)
• Quantifying
(1) Features that catch consumers’
eyes
(2) Features that consumers feel
important for shopping
(3) Features that make consumers
make annoying
• Confirmation again under the
controlled environment

14. 11
Expected Results
• Component analysis results of current online shopping websites of Korea
 Strategy / themes that current online shopping sites of Korea take
• Main Features and their evaluations in an aspect of consumers
 Features that consumers mainly focus
 Consumers’ emotion / feedback on the features
• Help or hinder consumer in online shopping
• Catch consumers’ attention
• Encourage impulse buying
• Annoy consumers
• Future design direction of online shopping sites

15. Thank you 
Any questions?