Abstract
This study describes consumer assessments of the media used in online supermarkets.
(1)Online supermarkets, offering a large selection of food products, allow consumers to select products on websites, making page layout and site usability extremely important.
(2)A comparison of shoppers and non-shoppers indicates differences in the details of the usability they seek.Shoppers prioritize the rapidity of the product search whereas non-shoppers emphasize ease of viewing.Shoppers value illustrated product information that allows instant decision-making while non-shoppers appreciate written product information that helps reduce the anxiety of being unable to touch the products.
