Disabilities and the Internet: Understanding Consumers With Visual Impairments

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.


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.


William Jones, Wayne State University, USA
Terry Childers, Iowa State University, USA
Fred Morgan, Wayne State University,USA


NA - Advances in Consumer Research Volume 39 | 2011

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