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It is well established that attracting users to a commercial website is an essential prerequisite to e-commerce. However, research has also suggested that engaging them on the site, once they are there, is an important element of converting web surfers to buyers. This study investigates Internet experience and its effect on certain web features that could aid in making a website “sticky.” Features studied include searching, online shopping, online learning, chat rooms, and e-mailing. All of the features, with the exception of e-mail and chatting, demonstrated significant differences based on user experience. This implies that certain website features can be used to differentiate users in a predictive fashion.
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Chen et al. (2003) studied this question.
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