Expanding Retail Spaces: Website Accessibility For Consumers With Visual Impairments

Carol Kaufman-Scarborough, Rutgers University
Terry Childers, University of Kentucky
For many consumers, “going to the mall” is a frequent if not everyday experience. Besides shopping for specific products, individuals often travel to shopping locations in order to “be there”, to participate in what’s going on, or to “see and be seen”. However, not all consumers enjoy unrestricted freedom of movement or unlimited visual acuity, and may unexpectedly encounter “spatial impediments” that make their trip to the mall less enjoyable. The present paper will examine the motivations, challenges, and experiences of persons with visual impairments as they move from the bricks and mortar environment to the electronic marketspace.
[ to cite ]:
Carol Kaufman-Scarborough and Terry Childers (2007) ,"Expanding Retail Spaces: Website Accessibility For Consumers With Visual Impairments", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 590-595.