Evaluating the mckinsey’s choices framework: a chilean experiment of online customers

Abstract

Users learn patterns of thought, activities, and communications by being in a specific social environment. An application or website interface is the environment in which the user and the system interact. It makes sense that the interface should facilitate users to use their own style. The global management consulting company Mckinsey, developed a framework that categorizes general actions to encourage particular behavior in electronic commerce. This approach can be enough as a starting point for the design of a website. Though, we can note that cultural behavior, emotions and user satisfaction is not discussed in a broader way. In this study, we present a first approximation of experiments, which evaluate the importance of McKinsey’s proposal and its relevance in a Chilean context. 104 customers participated, managing to identify the most relevant constructs when developing a specific website. The future work, relates to extend the model of this article by examining whether user satisfaction, emotions and cultural behavior performs well as a consequence of customer experience.