Consumer Expectations of Web Site Functionality According to Task Context

This paper develops insight into the differences in consumer expectations of web site functionality according to two online tasks, information search and transaction, within the context of online banking. Expectations were measured using a battery of 14 expectation statements. The survey was administered by email invitation to 10,000 individuals selected randomly from a permission-based list, resulting in a final sample of 469 individuals. Analysis consisted of assessing expectation fit scores and factor analysis. The findings reveal both similarities and differences in the evaluative dimensions expected by consumers for both tasks and imply a number of conceptual and theoretical considerations.


Kathryn Waite and Tina Harrison (2011) ,"Consumer Expectations of Web Site Functionality According to Task Context", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 511.


Kathryn Waite, School of Management and Languages, Heriot Watt University, UK
Tina Harrison, Business School, University of Edinburgh, UK


E - European Advances in Consumer Research Volume 9 | 2011

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