Singh, Nitish, Daniel W. Baack, Sumit K. Kandu, and Christopher Hurtado. “U.S. Hispanic Consumer E-Commerce Preferences: Expectations and Attitudes Toward Web Content.” Journal of Electronic Commerce Research. 9.2 (2008): 162-175.
The U.S. Hispanic Internet user is an emerging and relatively unexplored consumer segment in the marketing literature. In this study an attempt is made to gain phenomenological insights into the web site content expectations of U.S. Hispanic consumers. The study uses the focus group method to generate an experiential account of U.S. Hispanic consumers’ web design expectations. The themes and insights generated from focus groups then form the basis for further ideation using the brainwriting technique. The findings from the study will help web marketers to develop U.S. Hispanic-centric web sites that speak to the U.S. Hispanic market.
Keywords: U.S. Hispanic consumer behavior, online consumer behavior, e-commerce, culture, adaptation