東華大學圖書館 |

The Online Apparel Shopping Experience of Blind Consumers.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Online Apparel Shopping Experience of Blind Consumers./
作者:	Williams, J'den B.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	157 p.
附註:	Source: Dissertations Abstracts International, Volume: 83-02, Section: A.
Contained By:	Dissertations Abstracts International83-02A.
標題:	Visual impairment. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28552723
ISBN:	9798522945909

The Online Apparel Shopping Experience of Blind Consumers.
Williams, J'den B.

The Online Apparel Shopping Experience of Blind Consumers. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 157 p.

Source: Dissertations Abstracts International, Volume: 83-02, Section: A.

Thesis (Ph.D.)--North Carolina State University, 2021.

This item must not be sold to any third party vendors.

Online shopping is about experiences (Rose et al., 2012; Rose et al., 2011) which industry and academic literature now refer to as customer experience or user experience. Customer experience refers to the overall impression a customer receives from interacting with a company's touchpoints which include in-store, online website, products, customer service, and more according to the consumer behavior literature (Varshneya & Das, 2017). User experience focuses on the design of the experience itself, specifically on websites, computer and mobile applications according to the computer science literature (Ritonummi, 2020; Sohaib et al., 2011). H&M, J. Crew, Urban Outfitters, Vera Wang and several other apparel retailers were sued in the past because their ecommerce platform failed compliance due to navigation menus not granting equal opportunities to those with physical or mental impairments. This violated the Americans with Disabilities Act. The overall purpose of this study is to explore the experience of consumers, with total blindness, shopping online for apparel. Two sub-questions were defined relative to this purpose: (1) What are the unique experiences of blind consumers shopping online for apparel? (2) What challenges do blind consumers experience when shopping online for apparel?Eleven semi-structured interviews were employed to understand the current online apparel shopping experience of totally blind consumers. Zoom audio files were transcribed automatically by Zoom, therefore it took approximately two hours to refine each transcript to ensure accuracy. I read the interview transcripts highlighting in different colors information about the data based on common ideas and experiences that emerged. Inductive coding took place within interviews and across interviews. I compared and contrasted the groups of data retrieved from categorization to identify general conceptual classes. As a result of the analysis two concepts or themes were identified and used to structure the interpretation: From Our Heart to Yours and Behind the Scenes. From Our Heart to Yours reveals the impact the website's attributes have on online shoppers with total blindness. Website features and challenges that assisted or hindered the online shopping experience for participants appeared within descriptions, reviews, live chats, return policies and the selection of words chosen to communicate to customers. Furthermore, external resources such as support from family, friends and third party agents contributed to the kind of experience a participant would have. Behind the Scenes highlight interactions with the website infrastructure from finding the right browser that pairs well with their screen reader, to retrieving and correctly entering coupon codes during the checkout process, participants shared opportunities for improvements in order for the totally blind community to have a positive, enjoyable online shopping experience.Peter Morville's (2004) UX honeycomb was used to help summarize the integration of customer and user experience to discuss the totally blind participants online shopping experience by the following seven facets: useful, valuable, credible, desirable, findable, usable and accessible. An overview of future research study suggestions includes the following: (1) conduct research from a multidisciplinary approach, (2) market research, data collection and user testing sample should be representative of all online users, (3) conduct further qualitative and quantitative research on how totally blind customers navigate the website differently from sighter customers taking note of the device, browser and screen reader technology used and (4) quantitative research could measure the impact of surface elements on disabled customer's emotions.

ISBN: 9798522945909Subjects--Topical Terms:

3681233
Visual impairment.

The Online Apparel Shopping Experience of Blind Consumers.
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520 $a Online shopping is about experiences (Rose et al., 2012; Rose et al., 2011) which industry and academic literature now refer to as customer experience or user experience. Customer experience refers to the overall impression a customer receives from interacting with a company's touchpoints which include in-store, online website, products, customer service, and more according to the consumer behavior literature (Varshneya & Das, 2017). User experience focuses on the design of the experience itself, specifically on websites, computer and mobile applications according to the computer science literature (Ritonummi, 2020; Sohaib et al., 2011). H&M, J. Crew, Urban Outfitters, Vera Wang and several other apparel retailers were sued in the past because their ecommerce platform failed compliance due to navigation menus not granting equal opportunities to those with physical or mental impairments. This violated the Americans with Disabilities Act. The overall purpose of this study is to explore the experience of consumers, with total blindness, shopping online for apparel. Two sub-questions were defined relative to this purpose: (1) What are the unique experiences of blind consumers shopping online for apparel? (2) What challenges do blind consumers experience when shopping online for apparel?Eleven semi-structured interviews were employed to understand the current online apparel shopping experience of totally blind consumers. Zoom audio files were transcribed automatically by Zoom, therefore it took approximately two hours to refine each transcript to ensure accuracy. I read the interview transcripts highlighting in different colors information about the data based on common ideas and experiences that emerged. Inductive coding took place within interviews and across interviews. I compared and contrasted the groups of data retrieved from categorization to identify general conceptual classes. As a result of the analysis two concepts or themes were identified and used to structure the interpretation: From Our Heart to Yours and Behind the Scenes. From Our Heart to Yours reveals the impact the website's attributes have on online shoppers with total blindness. Website features and challenges that assisted or hindered the online shopping experience for participants appeared within descriptions, reviews, live chats, return policies and the selection of words chosen to communicate to customers. Furthermore, external resources such as support from family, friends and third party agents contributed to the kind of experience a participant would have. Behind the Scenes highlight interactions with the website infrastructure from finding the right browser that pairs well with their screen reader, to retrieving and correctly entering coupon codes during the checkout process, participants shared opportunities for improvements in order for the totally blind community to have a positive, enjoyable online shopping experience.Peter Morville's (2004) UX honeycomb was used to help summarize the integration of customer and user experience to discuss the totally blind participants online shopping experience by the following seven facets: useful, valuable, credible, desirable, findable, usable and accessible. An overview of future research study suggestions includes the following: (1) conduct research from a multidisciplinary approach, (2) market research, data collection and user testing sample should be representative of all online users, (3) conduct further qualitative and quantitative research on how totally blind customers navigate the website differently from sighter customers taking note of the device, browser and screen reader technology used and (4) quantitative research could measure the impact of surface elements on disabled customer's emotions.
590 $a School code: 0155.
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650 4 $a Emotions. $3 524569
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