Development of a framework for understanding online consumer behaviour

Developing conceptual models of user behaviour is a prerequisite of interaction design, however methodologies such as task analysis or participatory design are often inadequate when designing online shopping sites due to the complexity and diversity of online consumer behaviour. To address this shortcoming a framework for conceptual modelling is needed that facilitates comprehension of online consumer behaviour within interaction design. To develop this framework, interviews and observations were conducted with 24 online shoppers across three domains – Grocery, Travel and Christmas shopping. By integrating previous research into online and terrestrial consumer behaviour with the results of the ethnographic studies, seven themes of online consumer behaviour have been identified as the basis for the framework.