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

Jaime Díaz, Ángela Patricia Villareal-Freire, Andrés Felipe Aguire Aguirre, Freddy Paz

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Scopus citations

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.

Original languageEnglish
Title of host publicationSocial Computing and Social Media. Communication and Social Communities - 11th International Conference, SCSM 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings
EditorsGabriele Meiselwitz
PublisherSpringer Verlag
Pages279-290
Number of pages12
ISBN (Print)9783030219048
DOIs
StatePublished - 2019
Event11th International Conference on Social Computing and Social Media, SCSM 2019, held as part of the 21st International Conference on Human-Computer Interaction, HCI International 2019 - Orlando, United States
Duration: 26 Jul 201931 Jul 2019

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume11579 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference11th International Conference on Social Computing and Social Media, SCSM 2019, held as part of the 21st International Conference on Human-Computer Interaction, HCI International 2019
Country/TerritoryUnited States
CityOrlando
Period26/07/1931/07/19

Keywords

  • Cultural behavior
  • Electronic commerce
  • Human behavior
  • User experience
  • User satisfaction

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