INVESTIGATING ONLINE CONSUMER BEHAVIOR USINGTHIN SLICES OF USABILITY OF WEB SITES

摘要

Studies in psychology have indicated that ‘thin slices,’ very brief exposure to information, have a great dealof predictive validity in judgments and decision-making. We apply this concept of “thin slices” to study thebehavior of consumers when surfing online. Our primary objective is to investigate whether consumers’ thinslice judgments of web sites have validity in an online environment. We determine predictive validity of thinslices using measures on the overall usability of a web site and its navigability. We propose to test thehypotheses by conducting an experiment.