Abstract
In using the world wide web as a commerce tool, there is the potential to reach more customers than the traditional shop is able to. With a larger and broader audience, able to access an individual business, careful attention needs to be paid to the design of e-commerce systems and web sites. Designers need to be aware of the issues relating to user preferences. If users do not like a particular site or cannot complete a transaction then they are likely never to return to that site. The preferences of different groups and types of users need to be considered if the maximum audience penetration is to be reached and maintained. A pilot study conducted in Australia suggests that women have different expectations of web sites than men but little empirical work has been reported in the literature on identifying these differences or how they impact on web use.
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© 2000 Springer Science+Business Media Dordrecht
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Fisher, J., Craig, A. (2000). Considering the Gender of Your Web Audience. In: Balka, E., Smith, R. (eds) Women, Work and Computerization. IFIP — The International Federation for Information Processing, vol 44. Springer, Boston, MA. https://doi.org/10.1007/978-0-387-35509-2_20
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DOI: https://doi.org/10.1007/978-0-387-35509-2_20
Publisher Name: Springer, Boston, MA
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