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and 11 % for pure links). This result was predictable.
Researches as those of Smith and al. (1997) and that
of Choo and al. (1999) indicate that on the Internet,
different tasks require different behaviour to be
realized effectively.
So, the general tendency of our results seems to
reveal that familiarity don’t have a direct impact on
adopted strategy type. However, Internet familiarity
could have an impact on the conceptual mode; this
last one should have an impact on the adopted
strategy type. The performance of the offer
retrieving depends on adopted strategy type and on
familiarity level.
4 CONCLUSION AND FUTURE
RESEARCH DIRECTORIES
Our research aims to investigate the various
consumer product retrieving strategies used on a
commercial Web site for different Internet
familiarity level. To reach this objective we realized
a qualitative study with 29 Internet users.
The research shows some general tendencies
which should be verified through a wider sample
within a confirmatory study.
Internet familiarity seems to have no direct
impact on the type of adopted strategy, but it would
exercise an impact on the conceptual mode which
would influence the type of adopted strategy. This
result emphasizes the importance of distinguishing
between the cognitive part (conceptualization) and
the behavioural (strategy) of offer retrieving.
Our study puts in evidence that individual ability
to retrieve the offer on a commercial Web site would
depend on the strategy adopted and on the Internet
familiarity level. So, this study confirms the idea
according to which there is a narrow link between
the usability and offer accessibility on the site.
Therefore to improve commercial sites usability,
it would be important for marketing practitioners to
discover how it’s possible to adapt the
characteristics of sites to every type of strategy.
In other words the designers of sites should take
into account users individual characteristics during
the development of e-commerce sites.
So, if the results of the present search are verified
with a wider sample, it would be evident that clear
and simple category links as well as the presence of
position and direction indicators will facilitate
product retrieving for beginners. While the use of
complex functions as the advanced search, will stay
the privilege of the most experimented Internet users
for some time.
However, the present study suffers from several
limits. The First limit lies to the sample size. The use
of a single site and a single task type constitutes
another limit for our research. It would be interesting
to make this same study with various sites, and
different tasks.
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