The Antecedents of Online Consumers’ Perceived Usefulness of Website: A Protocol Analysis Approach

  • Cheng Yi
  • Zhenhui Jiang
Part of the Lecture Notes in Computer Science book series (LNCS, volume 4553)


Internet-based interactive multimedia technologies enable online firms to display featured products via a variety of product information and various presentation formats. This study investigates how consumers evaluate the usefulness of online product presentations from their experience with the virtual products. Three different product displays on two products are tested in a survey. Using a written protocol analysis approach, the study has confirmed our expectations on the impact of information quality and system quality on consumers’ online shopping experience.


Product presentation vividness interactivity information quality perceived usefulness 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2007

Authors and Affiliations

  • Cheng Yi
    • 1
  • Zhenhui Jiang
    • 1
  1. 1.Department of Information Systems, National University of Singapore 

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