The online consumer's hierarchy of needs

Joseph S Valacich, D. Veena Parboteeah, John D. Wells

Research output: Contribution to journalArticle

48 Citations (Scopus)

Abstract

An overview of various interface characteristics of Online Consumer's Hierarchy of Needs (OCHN) framework is presented to optimize the selection and prioritization of online consumer experience characteristics. The framework is built by applying microcategories for organizing various Web interface characteristics according to their importance in a purchasing process. The OCHN framework provides two key goals for Web site design such as a Web site that meets online consumers expectations for minimal levels of each interface category and nature of task executed by online consumers. Based on this framework a Web site designer emphasizes on interface categories that are congruent with the fundamental nature of the consumers task. OCHN framework provides guidance to Web site designers regarding maximization of interface characteristics that strengthen structural firmness.

Original languageEnglish (US)
Pages (from-to)84-90
Number of pages7
JournalCommunications of the ACM
Volume50
Issue number9
DOIs
StatePublished - Sep 1 2007
Externally publishedYes

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Websites
Purchasing
Prioritization
Congruent
Guidance
Hierarchy
Optimise
Framework

ASJC Scopus subject areas

  • Hardware and Architecture
  • Computer Graphics and Computer-Aided Design
  • Software
  • Theoretical Computer Science
  • Computational Theory and Mathematics

Cite this

The online consumer's hierarchy of needs. / Valacich, Joseph S; Parboteeah, D. Veena; Wells, John D.

In: Communications of the ACM, Vol. 50, No. 9, 01.09.2007, p. 84-90.

Research output: Contribution to journalArticle

Valacich, Joseph S ; Parboteeah, D. Veena ; Wells, John D. / The online consumer's hierarchy of needs. In: Communications of the ACM. 2007 ; Vol. 50, No. 9. pp. 84-90.
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