Disabilities and the Internet: Understanding Consumers With Visual Impairments

William Jones, Wayne State University, USA
Terry Childers, Iowa State University, USA
Fred Morgan, Wayne State University,USA
Heralded as a great equalizer, the Internet once promised to eliminate disabling spaces by creating a barrier-free virtual “commons” where consumers of all types could interact in the marketplace. However, because of numerous, but addressable limitations, a sizeable market of consumers is likely to have experienced difficulties shopping online. Our research was designed to provide insights on how these individuals feel toward online shopping. We first conduct a study that examines the utility and usability of online web sites across individuals possessing a broad range of disabilities. A second study examines whether online shopping can empower consumers with visual and hearing impairments to better achieve their retail shopping goals.
[ to cite ]:
William Jones, Terry Childers, and Fred Morgan (2011) ,"Disabilities and the Internet: Understanding Consumers With Visual Impairments", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 879-880.