Great article about why people buy online, how clicks-andmortar stores can build trust

This is a very interesting article I read in Fast Company about why people buy online. What really bugged my eyes out was that worldwide e-commerce spending is expected to surpass $7 trillion this year. The article also talks about how much design affects the site owner’s credibility–a huge factor in the user’s decision to buy from a website.

To determine why consumers increasingly prefer virtual storefronts to physical ones, Pui-lai To, writing in Technovation, distributed questionnaires about shopping motivation to 206 Taiwanese students and workers. Obvious answers surfaced, including convenience, cost, and selection. But To also uncovered two other, less-expected factors: a sense of adventure and the satisfaction of using technology effectively. He calls these “hedonistic motivations” and learned that consumers prone to them had a tendency toward “unplanned and hasty” buying online. To capitalize on such motivations, online vendors can design Web sites that stir feelings of technological control and adventure — not so much with jungle motifs, but by promoting ideas of newness.

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