Website Facts<br /><ul><li>Website is the most basic and essential element in the Cyberspace.
It’s an important medium to build relationship between brands and customers.
NielsenNetRatings found that compared to average Internet users, customers visiting well designed Web sites are much more likely to visit the brick-and-mortar stores (Dahlen and Rosenburg, 2003).</li></li></ul><li>Websites are trustworthy<br />(eMarketer 2009)<br />
We Are Interested In:<br /><ul><li>What is the most important factor that contributes to an effective and high quality website?
Does it affect consumers’ attitude towards the brand?</li></li></ul><li>Website Effectiveness & Quality<br /><ul><li>TAM (Technology Acceptance Model)
WebQual</li></ul>One Thing in Common<br /> The evaluation of website attributes should be done from the users’ perspective. <br />
What Factors?<br /><ul><li>Mei Cao, Qingyu Zhang and John Seydel conclude that Functionality is the most important factor:
Functionality can be assessed mostly by search facility (Cao, Zhang, and Seydel 2005).</li></li></ul><li>What Factors?<br /><ul><li>Search facility. Search facility reflects the extent to which a tool or structure actually helps a web site user to find information as perceived by the user (Huizingh, 2000).</li></li></ul><li>What Factors?<br /><ul><li>According to Nielson (2000), Searching ease is necessary for all sites. Although some consumers find the information or product with browsing menu or links, most of consumers are likely to find the information as fast as possible. </li></li></ul><li>What Factors?<br />Usability is considered as an important quality criterion of information<br />Systems and Web sites<br />(Byun 2000)<br />
What is in Common?<br />The evaluation of website attributes should be done from the users’ perspective.<br />One of the most important factors of website effectiveness is how easy the user can find the information they need.<br />
Internal Search Engine<br /><ul><li>Internal Search Engine allows searching within a site for pages containing certain keywords. Internal Search Engines are useful on large sites as an alternative to hierarchal menus for site navigation. </li></li></ul><li>Literature Review Limitation<br /><ul><li>Researched users’ attitude toward website, but not brands.
High-involvement product</li></li></ul><li>Our Target Websites<br /><ul><li>Since it’s high-involvement product, it is essential to generate favored brand attitude before purchase. </li></ul>(Think Feel Do 2009)<br />
Our Target Audience<br /><ul><li>Potential Automobile Purchasers age between 35 -54.
According to Mintel, among all the standard car buyers , those aged 35-54 make up roughly 50% of purchasers (44%). They are decision makers in households when purchasing cars (Mintel, 2002).
Different media consumption than younger generation: they consumer more of traditional media like TV and print media; have a busier life style. </li></li></ul><li>Hypothesis<br /><ul><li>H1: For potential automobile purchasers age between 35-54, the attitude toward an automobile’s brand website has a positive correlation with the attitude toward the brand.</li></li></ul><li>Hypothesis<br /><ul><li>H2a:For potential automobile consumers between the age of 35 and 54, lack of a search engine on automobile company websites has a negative effect on perceived ease of use of the website.
H2b: Perceived ease of use of an automobile website has a positive correlation with brand attitude among potential consumers between the age of 35 and 54.</li></li></ul><li>Methodology<br /><ul><li>What automobile brands?
Ford, Honda, Toyota (Wall Street Journal 2009):</li></li></ul><li>Methodology<br />Sampling Method:<br /><ul><li>Recruiting 100 participants from local automobile dealership.
Experimental design: experimental group & control group</li></li></ul><li>Methodology<br /><ul><li>Participants Criteria</li></ul>1) Must be 35-54 years of age. <br />2) Must not have good recollection of those brands’ websites.<br />3) Must be novice to intermediate web-users.<br />4) Must not have a very strong positive opinion of those three brands.<br />5) Must be in the market for buying a used or new car.<br />
Methodology<br /><ul><li>Pre-test Survey</li></li></ul><li>Methodology<br /><ul><li>Usability testing involves subjecting web sites to objective scrutiny in a laboratory where groups of typical users are asked to perform prescribed tasks. These assignments might involve searching for or comparing simple facts from information readily available on a web site. (Hallahan, 2001).
The importance of usability in the study of online behaviors has been noted in human-computer interaction (HCI) and IS research. HCI researchers have argued that the use of a website is influenced by its usability (e.g., Nielsen 2000)</li></ul> <br />
Sample questions:</li></ul>I feel that is easy to find information on the web site.<br /> Strong Disagree 1 2 3 4 5 6 7 Strongly Agree<br />2. I think the site is attractive 1 2 3 4 5 6 7<br />I think the site is likeable 1 2 3 4 5 6 7<br />What do you think about Honda compared to other brands in the same product category?<br />Worst 1 2 3 4 5 6 7 Best<br />
Expected Outcomes<br /><ul><li>A positive web experience will increase brand attitude.
A negative web experience will decrease brand attitude.
The group with a search engine feature will have a higher brand attitude.
The group without a search engine feature will have a lower brand attitude than the control group.</li></li></ul><li>Practical Implications<br /><ul><li>Search engine feature should be incorporated in every automobile website. (Fiat, KIA)
Providing a positive web experience from the users’ perspective will benefit automobile brand attitude.</li></li></ul><li>Limitations<br /><ul><li>Convenient sampling: not big enough; geographic limitation.
People’s experience level with Internet might be a threat to validity.</li></li></ul><li>Thank You!<br />Questions?<br />
References<br /><ul><li>Cao, M., Zhang, Q., & Seydel, J. (2005). B2C e-commerce web site quality: an empirical examination. Industrial Management & Data Systems , 645.
Wall Street Journal (2009). http://online.wsj.com/mdc/public/page/2_3022-autosales.html. Retrieved August 13, 2009, from Auto Sales Web site: http://online.wsj.com/mdc/public/page/2_3022-autosales.html
(2009). Advertising Tactics/Media Trusted* by Internet Users Worldwide, April 2009 (% of respondents). emarketer.com, Retrieved 08/13/09, from http://totalaccess.emarketer.com/Chart.aspx?R=86458&Ntt=Advertising+Tactics%2fMedia+Trusted*+by+Internet+Users+Worldwide&No=-1&xsrc=chart_head_sitesearchx&N=0&Ntk=basic
THINK, FEEL, DO…. Retrieved August 13, 2009, from THINK, FEEL, DO… Web site: http://220.127.116.11/search?q=cache:oHIZs7UQpG8J:www.marketing4entrepreneurs.com/images/THINK%2520FEEL%2520DO.doc+learn+feel+do+model&cd=2&hl=en&ct=clnk&gl=us&client=firefox-a </li></li></ul><li>References<br /><ul><li>Byun, D.-H. (2001). The AHP approach for selecting an automobile purchase model. Information & Management , 289.
Constantinides, E. (2004). Influencing the online consumer’s behavior: the Web experience. Internet Research , 111.
Dahlen, M., Alexandra, R., & Rosenburg, S. (2003). Love at First Site? A Study of Website Advertising Effectiveness. Journal of Advertising Research , 25.
Hallahan, K. (2001). Improving public relations web sites through usability research. Public Relations Review , 223.
Song, J. H., & Zinkhan, G. M. (2003). FEATURES OF WEB SITE DESIGN, PERCEPTIONS OF WEB SITE QUALITY, AND PATRONAGE BEHAVIOR . ACME , 106.
Venkatesh, V., & Agarwal, R. (2006). Turning Visitors into Customers: A Usability-Centric Perspective on Purchase Behavior in Electronic Channels. Management xience 307. </li>