Characterization of online shoppers with navigation problems

PurposeMany internet users are not able to navigate through e‐commerce web pages and reach their targets. Navigation problems lead to customers' disappointment and, as a consequence, companies fail to provide information and offer direct sales through the internet. The purpose of this paper is to profile internet users experiencing navigation problems while shopping online using socio‐demographic indicators. The application of usability is proposed as a solution to web site navigation issues.Design/methodology/approachHierarchical segmentation and regression analysis are applied to a sample of online shoppers with navigation problems.FindingsSocio‐demographic profiles of online shoppers with navigation problems.Research limitations/implicationsThis paper focuses on customers' socio‐demographic features. Other indicators, such as attitudes or behaviours, have not been considered.Practical implicationsUnderstanding the socio‐demographic profiles of customers with higher levels of navigation problems is useful for e‐commerce companies in order to provide support to user segments experiencing more difficulties.Originality/valueThis paper highlights the importance of usability, which has been somewhat ignored in the development of e‐commerce web sites. Demographic profiles of online shoppers experiencing navigation problems are constructed.