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首页> 外文会议>Winter Marketing Academic Conference >Arguing for Policy Change: Vision-Impaired Consumers' Antifirm Reaction to Accessibility-Related Service Failures in the Online Marketplace
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Arguing for Policy Change: Vision-Impaired Consumers' Antifirm Reaction to Accessibility-Related Service Failures in the Online Marketplace

机译：争论政策变更：视觉障碍消费者对在线市场的无障碍相关服务失败的消费者反应

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This research focuses on how the inaccessibility of a retailer's website creates antifirm behavior such as avoidance, negative word of mouth (NWOM), and the possibility of third party complaining for blind and vision-impaired consumers. The breadth of this problem is highlighted by rating the National Retail Association's top one-hundred U.S. retailers according to their conformance to globally accepted standards for website accessibility. By illuminating the scope of the problem, as well as the antifirm reaction to inaccessible retailers from an underserved population, this research posits that changes in current legislation will reduce consumer vulnerability and antimultifirm behavior for this market segment thereby creating loyal customers and a more equal online marketplace for all who wish to participate.
机译：本研究侧重于零售商网站的无法访问，旨在创造避免，负口（NWOM）等避让，负面词，以及抱怨盲目和视力障碍的消费者的可能性。根据符合全球公认的网站可访问性标准，通过评级全国零售协会的一百美元零售商来突出这一问题的广泛突出了。通过照亮问题的范围，以及对来自服务不足的零售商无法访问的零售商的消化力反应，这项研究暂停了当前立法的变化将减少这种市场细分的消费者漏洞和抗毛细行为，从而创造忠诚的客户和更平等的在线所有希望参加​​的人的市场。

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