IMPACT OF LEARNING STYLES ON WEB SHOPPERS' PREFERENCE FOR ELECTRONIC CATALOG FEATURES: AN IMPLICATION FOR DESIGNING CUSTOMIZED CATALOGS

摘要

This study examines the impact of web shoppers' learning styles on their preference for different aspects of information presentation via electronic catalogs, and suggests that learning groups are significantly different based on their preference for text-oriented catalogs, visually-oriented catalogs, animated catalogs, customizable animated catalogs, and virtual trial. The study also found significant correlations between VARK (visual, auditory, read/write, kinesthetic) scores and preference for different features of electronic catalogs.