E-shopping behavior and user-web interaction for developing a useful green website

Abstract

In recent years there has been an increasing respect for green issues. It has been addressed in various products/services as well. There is still no website to support green customers' decision process on electronic commerce (EC). The aim of this study is to understand user EC needs and expectations in order to elicit the design requirements of a useful interface. A questionnaire and an experiment were conducted to get users' green knowledge and to detect user external behaviors interacting with computer when e-shopping. The study is centered on electric green products, including computers, communication devices, and consumer electronics. The results are used to produce the online-shopping process flowchart and several suggestions for improving e-shopping. The suggestions including information search, information display, and web site features have been addressed. From this, further research will focus on the design of web sites supplying consumers with green product information. © 2009 Springer Berlin Heidelberg.