Feature-oriented vs. Needs-oriented Product Access for Non-Expert Online Shoppers
Daniel Felix, Christoph Niederberger, Patrick Steiger, Markus Stolze · Kluwer Academic Publishers eBooks · 2005
Most online shops today organise their product catalogue in a feature-oriented way. This can cause problems for shoppers who have only limited knowledge of product features. An alternative is to organizing product information in a needs-oriented way. Here possible ways of using the product build the focus of attention. In this study we compared reported preference of catalogue access of non-expert shoppers when confronted with either feature-oriented or needs-oriented access to a catalogue of digital cameras.