Abstract
This research addresses a significant gap in our understanding of low literate behavior in online search. We explore how both low- and high-literate online consumers make decisions at the point of purchase in an online shopping task. We measured percentage fixation duration of AOIs during decision-making on four search engine results page (SERP) tasks. Qualitative and quantitative results combined suggest that tabular SERP may contribute to the success of low literate consumers making sophisticated trade-off decisions. Furthermore, we propose that tabular SERP choice design may improve low literate user experience for more general SERP choice design. © Springer-Verlag Berlin Heidelberg 2013.
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CITATION STYLE
Harper, L., McMacken, M., Appelt, L., & Summers, K. (2013). The Importance of Choice Design for Low Literate User Experience. In Communications in Computer and Information Science (Vol. 374, pp. 430–434). Springer Verlag. https://doi.org/10.1007/978-3-642-39476-8_87
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