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| Bodini, Antonella; Zanoli, Raffaele. |
| In the new economy Small and Medium Enterprises face new challenges in their Business-to-Consumers transactions, such as the use of new Information and Communication Technologies. Electronic commerce may represent a competitive strategy to make enterprises of the agro-food sector more visible to consumers, if usability is adequately taken into account. The main barrier to the development of successful e-commerce business is represented by websites not meeting basic accessibility and usability features. To tackle this issue, heuristic evaluation and the gap analysis approach has been adopted. The parameters taken into account stemmed from World Wide Web Consortium recommendations. Website usability issues have been measured by a panel of consumers assessing... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Agro-food e-commerce; Usability testing; Gap analysis; Customer satisfaction analysis; On line wine market.; Marketing. |
| Ano: 2009 |
URL: http://purl.umn.edu/57983 |
