Integrating web site design features for 'one-on-one' marketing: a QFD framework

Abstract

Numerous articles and books have described how to build "effective" websites, but, very little actual research has investigated the impact of website design features on Internet browsing and purchase behaviour. This research addresses this issue by developing an integral design framework based on Quality Function Deployment (QFD), which links the marketing features of the product or service to be promoted (sold) to each different market segment, to core functionalities of the web interface that is to promote the product or service. The web interface-functionalities are then translated into technical web design features and web design functions to effectively promote the product, and hence induce more sales. The framework is illustrated through a generic example of promoting a mobile phone on the web to three differing customer group segments.

This paper sets a research agenda for varying website design interfaces, thus enabling 'one-on-one' Web browsing and the altering Internet purchase behaviour.