Characterization of online
shoppers with navigation
problems
Mario Martı
´
nez Guerrero, Jose
´
Manuel Ortega Egea and
Marı
´
a Victoria Roma
´
n Gonza
´
lez
University of Almerı
´
a, Almerı
´
a, Spain
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.
Keywords Electronic-commerce, Distribution channels and markets
Paper type Research paper
Introduction
E-commerce is growing rapidly largely due to its ability to save time, money, and
access better products or services, without having to go out to a shop. However, it does
not yet pose a threat to brick and mortar shops. Despite the enormous potential of
e-commerce, its share of the total economy remains small: less than 2.5 per cent in the
USA (US Census Bureau, 2006). The lack of consumer confidence in online security and
privacy has been identified as a major problem hampering the growth of e-commerce.
This issue has drawn considerable attention among researchers (Park et al., 2004;
Pavlou, 2003; Featherman and Wells, 2004; Featherman and Pavlou, 2003).
An important question which has been overlooked relates to customers’ navigation
problems while visiting e-commerce web pages. Because of such navigation problems,
customers are not able to purchase products through the internet and feel disappointed.
Therefore, companies fail to provide information and offer direct sales through the
internet. To maximize the potential of e-commerce, it seems critical to accurately
understand consumers’ navigation problems while shopping online. This paper aims
to profile internet users on the basis of the experienced navigation problems on
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1750-5933.htm
DMIJ
1,2
102
Direct Marketing: An International
Journal
Vol. 1 No. 2, 2007
pp. 102-113
q Emerald Group Publishing Limited
1750-5933
DOI 10.1108/17505930710756851