The online consumer's hierarchy of needs

Joseph S. Valacich, D. Veena Parboteeah, John D. Wells

Research output: Contribution to journalReview articlepeer-review

58 Scopus citations


An overview of various interface characteristics of Online Consumer's Hierarchy of Needs (OCHN) framework is presented to optimize the selection and prioritization of online consumer experience characteristics. The framework is built by applying microcategories for organizing various Web interface characteristics according to their importance in a purchasing process. The OCHN framework provides two key goals for Web site design such as a Web site that meets online consumers expectations for minimal levels of each interface category and nature of task executed by online consumers. Based on this framework a Web site designer emphasizes on interface categories that are congruent with the fundamental nature of the consumers task. OCHN framework provides guidance to Web site designers regarding maximization of interface characteristics that strengthen structural firmness.

Original languageEnglish (US)
Pages (from-to)84-90
Number of pages7
JournalCommunications of the ACM
Issue number9
StatePublished - Sep 1 2007

ASJC Scopus subject areas

  • General Computer Science


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