Requirement of New Media Features for Enhancing Online Shopping Experience of Smartphone Users

Abstract

Now-a-days consumers are using different social media (e.g. Facebook, WhatsApp etc.) to share the product quality information to take feedback about the product from their friends, family members, colleagues etc. The aim of this study was to found out the feasibility of implementation of different media features in e-retailing platform for taking feedback about the product to enhance the consumers’ experience of online purchase. With this intention, user survey was conducted using a standardized questionnaire which includes items about the users’ demographic information, likeliness to share product information for getting online feedback, probable acceptance of future online purchase system having new media features, willingness to use proposed online purchase system with new media features, priority to use specific media features for sharing product choice information through online. Results of the present study suggest that users would like to share product quality information with others through the proposed system which has product comparison screen share, personalized reviews and share and voice chat options in e-commerce app/ website. Therefore, these preferred media features may be integrated to create a better user experience in online purchase platform which in turn helps in quick product decisions during online purchase.