So, considering online consumption experience from a behavioral psychological viewpoint, consumers will be less loyal to websites in which their experience is not positive, and their efforts to obtain information are not conveniently rewarded.

Online interactivity needs to be pleasurable, and information should be provided in an up front, easily acquirable manner. This means examining your purchasing process, your information gathering mechanisms, and your search and information acquisition mechanism in such a manner as to render them client center, pleasurable, and functional.

Remember, online consumers will be more likely to engage in a purchase process if perceived benefit of product or service outweighs perceived effort to acquire that product or service.

Darrin F. Coe, MA holds a master’s degree in psychology and operates “The Center for Understanding Consumer Thinking” at http://dcoe1.tripod.com. His latest information product “The Internet Consumer Exposed” is available at http://dcoe1.tripod.com/exposed1 contact him at coe@ris.net.