Determinants of e-consumer productivity in product retrieval on a commercial website: An experimental approach

This article investigates what determines e-consumer productivity, in the specific case of product retrieval, on a commercial website. With a 2 × 2 × 2 factorial design on 292 participants, an online experiment reveals that productivity in product retrieval (measured in terms of effectiveness, efficiency, and time) relates to website design (e.g., abstraction level of labels, animation), user characteristics (e.g., Internet experience, product category familiarity, cognitive absorption), and situational characteristics (e.g., task nature). The results also confirm interactive effects among the type of strategy used, the nature of the task, and the website design. These findings have notable implications for both research and practice.