This study uses an inductive thematic analysis approach to examine user perceptions on the importance of website design features in six different website domains: Financial, E-Commerce, Entertainment, Education, Government, and Medical. The five most important features, as well as the five most important families of features, were identified for each of the domains. The results indicate that (1) there are certain features that are equally important among different domains; (2) there are other features that are extremely important for one domain and extremely unimportant for another. The study provides empirical evidence for website designers and evaluators about which features are more important to focus on when dealing with different domains of websites. It adds value to the current literature on consumer behavior in the electronic environment and web usability studies.
Zhang, Ping; Dran, Gisela von; Blake, Paul; and Pipithsuksunt, Veerapong, "A Comparison of the Most Important Website Features in Different Domains: An Empirical Study of User Perceptions" (2000). AMCIS 2000 Proceedings. 41.