Trots att e-handeln har ökat under de senaste decennierna, är konverteringsgraden för onlinebutiker inom modesegmentet fortfarande låg. Detta kan bero på det fenomen som kallas “shopping cart abandonment”, vilket innebär att kunder lägger varor i sina virtuella varukorgar men inte sluför köpet. Det finns många anledningar till varför kunderna agerar på detta sätt. En av de vanligaste orsakerna är att det föredragna betalningsalternativet inte är tillgängligt. Eftersom alla fall av shopping cart abandonment innebär en förlorad försäljning är det viktigt för onlineföretag att arbeta mot en högre konverteringsgrad då även den minsta ökningen av slutförda köp innebär en ökad lönsamhet. Därför bör det vara av intresse för alla onlineföretag att upprätta rutiner för att se till att kunderna kommer att slutföra sina köp. Ett sätt att göra detta är att påminna kunderna via e-mejl om produkterna i den övergivna kundvagnen. Dessa mejl kallas reaktiveringsmejl och innebär i grunden att företaget skickar ett mejl till de kunder som övergivit sin virtuella varukorg. Huvudfokus i denna studie är reaktiveringsmejl med syfte att undersöka hur e-handelsföretag inom mode och textilbranschen använder reaktiveringsmejl och om de i så fall sett en ökning i konverteringsgraden. För att uppfylla syftet har två olika datainsamlingsmetoder använts. Först och främst genomfördes ett experiment bland e-handelsföretag inom det valda segmentet för att på så vis få en bild av hur vanligt det är att använda reaktiveringsmejl. Efter detta genomfördes telefonintervjuer med ett antal av dessa företag för att få en mer djupgående förståelse kring reaktiveringsmejl. Undersökningens resultat visar att användningen av dessa e-postmeddelanden inte är så vanlig, men däremot att det är ett framgångsrikt sätt att minska förekomsten av shopping cart abandonment samt öka konverteringsgraden. / Even though e-retail has increased over the last few decades, the conversion rate for online stores in the fashion segment is still relatively low. This might be due to a phenomenon called “shopping cart abandonment”, which means that online customers place products in their virtual carts but never follow through with a purchase. There are many reasons why customers balk before the very last click. One of the more common causes is that the preferred payment option is not available. However, since all cases of shopping cart abandonment mean lost sales, it is important for online companies to work towards a higher conversion rate since even the smallest increase in completed purchases results in increased profitability. Therefore, it should be of interest for all online enterprises to establish procedures to ensure that customers will complete their online purchases. One way to do this is to remind the customers via e-mail about the products in the abandoned cart, which is called reactivation e-mails, and basically means that online companies send e-mails to the customers who abandoned their virtual carts. The main focus for this thesis is reactivation e-mails, with the purpose to examine how online enterprises in the fashion and textile segment use reactivation e-mails and if they have seen an increase in their conversion rate. To fulfill the purpose, companies within the chosen segment that offer online retail to their customers, have been interviewed about the subject and the findings show that the use of these e-mails is an effective way to increase the conversion rate and decrease the occurrence of shopping cart abandonment. Two different methods for data collection have been used for this study. Firstly, an experiment was conducted among e-commerce companies within the selected segment in order to determine how common it is to use reactivation emails. Secondly, telephone interviews were conducted with several of these companies to gain a deeper understanding of reactivation emails. The results of this survey show that the use of these emails is not very common, but it is clearly a very effective way to reduce the occurrence of shopping cart abandonment. It also increases conversion rates and given the relatively low cost to implement, it should be embraced industry wide.

Kundlojalitet är ett begrepp som aldrig tycks försvinna ur marknadsföringens ordlistor, kanske eftersom det för många företag är det ultimata marknadsföringsmålet. Den samtida konkurrensen har tack vare globalisering och digitalisering blivit hårdare än någonsin och lojalitet har aldrig varit mer relevant. Men kundlojalitet som forskningsområde är långt ifrån tydligt och enat i sina åsikter, och i det värsta fallet tycks det vara oklart vad lojalitet ens är eller om det kan skapas eller påverkas. Därmed uppfattas ett behov av att närmare undersöka hur kundlojalitet hanteras av företag inom detaljhandel via onlinekanaler, en bransch som har drabbats av en hårdare konkurrens. En kartläggning av forskning kring ämnet förtydligar att kundlojalitet som koncept har studerats, omdefinierats och kritiserats i en stor utsträckning, men att det nu finns en enad syn på kundlojalitet som ett flerdimensionellt koncept bestående av både beteende och attityd. Men detta synsätt har enligt forskning inte översatts väl till praktiken och många av de strategier som tillämpas såsom lojalitetsprogram kritiseras för att inte främja sann lojalitet. Samtidigt har mycket av den forskning som genomförts fokuserat på konsumentsidan och varför det som görs i relation till lojalitet inte fungerar. Denna masteruppsats fortsätter studien av kundlojalitetens praktiska situation genom att med intervjuer undersöka hur detaljhandelsföretag inom onlinehandel tacklar kundlojalitet för att tydligare kartlägga vad som görs och varför. Åtta intervjuer resulterade i ett flertal teman som beskriver hur kundlojaliteten uppfattas och behandlas i praktiken. Resultaten visar att de definitioner, strategier, metoder och mätetal som används inte stämmer överens med den nyare synen på lojalitet som flerdimensionell. Detta har lett till strategier som varken främjar relationer eller lojalitet och som snarare leder till minskade marginaler och uppmuntrar ett ohållbart konsumentbeteende. Resultaten lyfter även fram fem utmaningar inom det praktiska arbetet med kundlojalitet. Dessa kan härledas till ett övergripande problem som bottnar i att kundlojalitet inte behandlas som en ledningsfråga. / Customer loyalty is a term which is seemingly ubiquitous in the proverbial dictionary of marketing, perhaps because it often is considered the ultimate goal of many marketing activities. Thanks to rising globalisation and digitalisation the current competitive landscape has intensified to a point previously unheard of, which renders loyalty more important than ever before. But, as a field of research customer loyalty is quite split in terms of how loyalty should be defined, and it seems uncertain if loyalty even should be seen as something which can be created. With all this uncertainty in mind there would appear to be a need to more closely examine how Customer Loyalty is actively handled by businesses, using the Swedish e-retail market as a point of reference. A mapping of research on the subject clarifies that customer loyalty as a concept has been studied, redefined and criticized to a great extent, but that there now is a unified view of customer loyalty as a multi-dimensional concept consisting of both behaviour and attitude. However, according to research, this approach has not been translated well into practice, a lot of the strategies applied within loyalty programs has been criticized for not encouraging true loyalty. At the same time, much of the research that has been carried out has focused on the consumer perspective and why the loyalty efforts do not work. This master thesis elaborates on the study of the practicals of customer loyalty by conducting interviews with laypeople to determine how Swedish business within online retail deal with the challenge of maintaining loyalty. A total of eight interviews yielded many themes which thoroughly describe how customer loyalty is viewed, defined, measured and dealt with in practice. Our results show that the definitions, strategies, methods and measurements currently used within the field of loyalty management are not up to snuff when compared with the views of academic research, which define customer loyalty as a multidimensional construct. This has lead to strategies which neither favour loyalty nor relationships but rather result in lessening margins while encouraging unsustainable consumer behaviour. The results also highlight five distinct challenges within the practice of loyalty management. These can largely be contributed to the fact that customer loyalty rarely is given the level of attention on a leadership level that it should warrant.

Esta dissertação tem como objetivo central investigar fatores que moderam a relação entre satisfação pós-recuperação e intenção de recompra no varejo online. Mais especificamente, esta pesquisa visa analisar se os construtos qualidade do relacionamento, resistência à mudança e motivo inferido moderam a relação entre satisfação com o gerenciamento de reclamações e intenção de recompra no varejo online. Para verificar tais moderações, inicialmente foi realizada a etapa exploratória de pesquisa, na qual, por meio de entrevistas em profundidade, evidenciou-se que as variáveis propostas poderiam moderar a relação entre a variável independente e dependente desta dissertação, bem como foi adicionado o construto valor econômico como possível moderador da relação entre satisfação pós-reclamação e intenção de recompra. Em seguida, para testar as hipóteses propostas foi aplicada uma survey junto a consumidores norte-americanos (N=500), operacionalizada com auxílio do Qualtrics, via Mechanical Turk. Como resultado dos testes, tem-se que a qualidade do relacionamento, o motivo inferido e a percepção de valor econômico moderam a relação entre satisfação pós-recuperação e intenção de recompra no varejo online, ou seja, podem explicar, em partes, a não linearidade da relação entre a variável independente e dependente desta pesquisa. Destaca-se ainda que as dimensões da qualidade do relacionamento (a saber: satisfação, confiança e comprometimento) sugeridas neste estudo também moderaram, individualmente, a relação entre a variável independente e dependente desta pesquisa. Sendo assim, esta dissertação contribuiu para a literatura de Marketing e comércio eletrônico ao evidenciar que tanto a qualidade do relacionamento, bem como as dimensões de satisfação, confiança e comprometimento moderam a relação entre satisfação com o gerenciamento de reclamações e intenção de recompra. Além disso, evidencia-se que a elevada percepção de valor econômico, e os motivos inferidos pelos clientes (se positivos), diante da falha inicial ocorrida, também podem sinalizar intenções de recompra dos consumidores junto a sites varejistas. / This dissertation aims to investigate factors that moderate the relationship between satisfaction with complaint handling and repurchase intention in online retail. More specifically, this research aims to examine whether the quality of the relationship constructs, resistance to change and inferred motive moderate the relationship between satisfaction with complaint handling and repurchase intention in online retail. To test such moderations, was taken an exploratory research stage through in-depth interviews in which it became clear that the proposed constructs could moderate the relationship between the independent and dependent variables of this dissertation, as well as the variable economic value was added as a possible moderator of the relationships between satisfaction with complaint handling and repurchase intention. Then, to test the hypotheses was applied a survey with online consumers (N=500) from United States, through Qualtrics and Mechanical Turk. The results indicate that the relationship quality, the inferred motive and the perceived economic value moderated the relationship between satisfaction with complaint handling and repurchase intention in online retail. It is emphasized that the dimensions of relationship quality (satisfaction, trust and commitment) suggested in this study also moderated, in an individual way, the relationship between the independent and dependent variables of this study. Thus, this dissertation has contributed to the literature of marketing and e-commerce by showing that both the relationship quality as well as the dimensions (satisfaction, trust and commitment) moderate the relationship between satisfaction with complaint handling and repurchase intention. Furthermore, it is evident that the high perceived economic value, and the motive inferred by customers (if positive), facing the initial failure occurred, can also indicate repurchase intentions of consumers with online retailers.

Abstract Bachelor Thesis in Business Administration. Bachelor of Science with Specialization in Marketing – Main Field of Study: Business Administration. School of Business and Economics at Linnaeus University, Course Code 2FE21E, 2018 Title: From Bags to Boxes: A Study of the Consumers Perception of Value in Online Fashion Retail Sales Authors: Nadine Bolm, Betty Hartigan Supervisor: Michaela Sandell Examiner: Åsa Devine Background: Online retail sales has been growing steadily since the late twentieth century. Fashion, as a segment of the online marketplace, is the largest market in cyberspace and as new companies are combined with old ones who want to establish a presence online, competition is stifling. As more companies offer fashion in the online world consumers behavior evolves with this new reality and customer-perceived value shifts as the consumers values in their transactions shifts. In order to gain and maintain a strong consumer base companies need to know what the variables are that make up customer-perceived value in hopes of affecting it. Purpose: The purpose of this research is to explain the relationship between values of utilitarian nature, those being; monetary savings, convenience, product variety, product information, and customer-perceived value in online fashion retail and to explain the relationship between values of hedonic nature, those being; adventure, gratification, best deal, idea, and customer-perceived value in online fashion retail. Methodology: The research conducted here was an explanatory study to determine how different independent variables related to a single dependent variable. The study was deductive in nature and used a quantitative approach. Independent variables were studied with the use of a convenience sample and self-reporting survey posted online. Statistical analysis was conducted with data collected from 142 valid responses and through the use of validity and reliability methods the data was determined statistically meaningful and valid to test the hypothesis as accepted or rejected.   Findings: The findings of this study show that a new theoretical model was needed to better demonstrate the direct connection between variables that consumers identified as valuable to them in online fashion shopping, had with consumer-perceived value. By examining data collected through online survey it was determined that of the 8 variables, seen as valuable by research into consumer perceived value, 4 would be accepted as such. These 4 variables would become the basis for a new model that explained how consumers develop customer-perceived value. Conclusion: The research explains the relationship the 8 variables selected by previous research for their effect on customer-perceived value. It also provides a model for future research activities or for development of marketing plans with exceptional efficiency and effectiveness in mind. In directly relating each variable to customer-perceived value on its own merit it was found that the variables respondents valued most were of the more practical or utilitarian in nature aside from one, adventure, which possessed the highest level of value of the 8 variables.     Keywords: Customer-perceived value; Utilitarian value; Hedonic value; Online retail; Online fashion retail; Ecommerce; Monetary savings; Convenience; Product variety; Product information; Adventure; Gratification; Best deal; Idea

CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior / Studies suggest that online trust is fostered by the perception of its antecedents, such as the ability of the online seller, his demonstrations of benevolence, the security system of his website, the presence of seals from external regulators and the perception of the competence of the sales system. These predictors of online trust can be perceived differently among consumers of different countries, influenced by cultural values related to their country. It is proposed that cultural dimensions, specifically individualism versus collectivism and uncertainty avoidance, may, even indirectly, influence the development of trust between consumers and online retailers. Using theoretical framework of Hofstede (2001) and others scholars (JARVENPAA; TRACKTINSKY, 1999; LEE; TURBAN, 2001; CHOI; GEISTFELD, 2004; AN; KIM, 2008 among others), the survey was conducted in Fortaleza (Brazil) and Montreal (Canada), between 2011 Q3 and 2012 Q1. A survey was implemented using scales validated by previous researches. A descriptive data analysis was carried, as well as the assembly of a multiple linear regression model with online trust as the dependent variable. The results indicated rejection of assumptions about the appreciation of the Brazilian public by characteristics of benevolence from online vendors compared to the Canadian public, as well as rejection of assumption appreciation of Canadians on Brazilian relating to the perception of the competence of sales systems and guarantees verified by third parties in online stores. The results also suggested the statement of the assumptions made about the predilection of Canadians over the Brazilians in relation to the perception of the abilities of online retailers as well as the statement of the assumptions that Brazilian indicative attribute more importance to security of online systems, compared to the Canadian public. The study shows that culture affects the perception of consumers in collectivist and low uncertainty avoidance on the security system sales, while acting on the perception of consumerâs individualistic profile and low uncertainty avoidance in relation to individual abilities of online retailers. / Estudos sugerem que a confianÃa online à fomentada pela percepÃÃo de antecedentes, como a habilidade do varejista online, demonstraÃÃes de benevolÃncia, a seguranÃa que o website demonstra ter, a presenÃa de selos de ÃrgÃos reguladores externos e a competÃncia tÃcnica do sistema de vendas. Estes antecedentes podem ser percebidos de maneira diferenciada entre consumidores de diferentes paÃses, influenciados pela cultura de cada paÃs. PropÃe-se que as dimensÃes culturais, em especial individualismo versus coletivismo e aversÃo à incerteza influenciam o desenvolvimento das relaÃÃes de confianÃa entre consumidores e varejistas online. Pautado no referencial teÃrico de Hofstede (2001) e outros autores (JARVENPAA; TRACKTINSKY, 1999; LEE; TURBAN, 2001; CHOI; GEISTFELD, 2004; AN; KIM, 2008), a pesquisa foi realizada em Fortaleza (Brasil) e em Montreal (CanadÃ), entre 2011.2 e 2012.1. Utilizou-se questionÃrios fechados com construtos provenientes dos estudos supracitados. Realizou-se anÃlise descritiva dos dados, bem como a montagem de um modelo de regressÃo linear mÃltiplo com a confianÃa online como variÃvel dependente. Os resultados apontaram rejeiÃÃo das pressuposiÃÃes sobre a apreciaÃÃo do pÃblico brasileiro por caracterÃsticas de benevolÃncia dos vendedores online em comparaÃÃo com o pÃblico canadense, assim como rejeiÃÃes da pressuposiÃÃo de apreciaÃÃo dos canadenses sobre os brasileiros relativos à percepÃÃo da competÃncia tÃcnica dos sistemas de vendas e das garantias aferidas por terceiros em lojas online. Os resultados sugeriram, ainda, a afirmaÃÃo dos pressupostos feitos acerca da predileÃÃo dos canadenses sobre os brasileiros em relaÃÃo à percepÃÃo das habilidades do varejista online, assim como a afirmaÃÃo dos pressupostos de que brasileiros atribuem maior importÃncia à indicativos de seguranÃa dos sistemas online, em comparaÃÃo com o pÃblico canadense. O estudo propÃe que a cultura afeta a percepÃÃo de consumidores coletivistas e aversos a incertezas acerca da seguranÃa do sistema de vendas, enquanto age sobre a percepÃÃo de consumidores individualistas e com baixa aversÃo à incerteza em relaÃÃo Ãs habilidades individuais de varejistas online.

Esta dissertação tem como objetivo central investigar fatores que moderam a relação entre satisfação pós-recuperação e intenção de recompra no varejo online. Mais especificamente, esta pesquisa visa analisar se os construtos qualidade do relacionamento, resistência à mudança e motivo inferido moderam a relação entre satisfação com o gerenciamento de reclamações e intenção de recompra no varejo online. Para verificar tais moderações, inicialmente foi realizada a etapa exploratória de pesquisa, na qual, por meio de entrevistas em profundidade, evidenciou-se que as variáveis propostas poderiam moderar a relação entre a variável independente e dependente desta dissertação, bem como foi adicionado o construto valor econômico como possível moderador da relação entre satisfação pós-reclamação e intenção de recompra. Em seguida, para testar as hipóteses propostas foi aplicada uma survey junto a consumidores norte-americanos (N=500), operacionalizada com auxílio do Qualtrics, via Mechanical Turk. Como resultado dos testes, tem-se que a qualidade do relacionamento, o motivo inferido e a percepção de valor econômico moderam a relação entre satisfação pós-recuperação e intenção de recompra no varejo online, ou seja, podem explicar, em partes, a não linearidade da relação entre a variável independente e dependente desta pesquisa. Destaca-se ainda que as dimensões da qualidade do relacionamento (a saber: satisfação, confiança e comprometimento) sugeridas neste estudo também moderaram, individualmente, a relação entre a variável independente e dependente desta pesquisa. Sendo assim, esta dissertação contribuiu para a literatura de Marketing e comércio eletrônico ao evidenciar que tanto a qualidade do relacionamento, bem como as dimensões de satisfação, confiança e comprometimento moderam a relação entre satisfação com o gerenciamento de reclamações e intenção de recompra. Além disso, evidencia-se que a elevada percepção de valor econômico, e os motivos inferidos pelos clientes (se positivos), diante da falha inicial ocorrida, também podem sinalizar intenções de recompra dos consumidores junto a sites varejistas. / This dissertation aims to investigate factors that moderate the relationship between satisfaction with complaint handling and repurchase intention in online retail. More specifically, this research aims to examine whether the quality of the relationship constructs, resistance to change and inferred motive moderate the relationship between satisfaction with complaint handling and repurchase intention in online retail. To test such moderations, was taken an exploratory research stage through in-depth interviews in which it became clear that the proposed constructs could moderate the relationship between the independent and dependent variables of this dissertation, as well as the variable economic value was added as a possible moderator of the relationships between satisfaction with complaint handling and repurchase intention. Then, to test the hypotheses was applied a survey with online consumers (N=500) from United States, through Qualtrics and Mechanical Turk. The results indicate that the relationship quality, the inferred motive and the perceived economic value moderated the relationship between satisfaction with complaint handling and repurchase intention in online retail. It is emphasized that the dimensions of relationship quality (satisfaction, trust and commitment) suggested in this study also moderated, in an individual way, the relationship between the independent and dependent variables of this study. Thus, this dissertation has contributed to the literature of marketing and e-commerce by showing that both the relationship quality as well as the dimensions (satisfaction, trust and commitment) moderate the relationship between satisfaction with complaint handling and repurchase intention. Furthermore, it is evident that the high perceived economic value, and the motive inferred by customers (if positive), facing the initial failure occurred, can also indicate repurchase intentions of consumers with online retailers.

Tack vare e-handelns tillväxt och framfart har det aldrig varit såenkelt att på ett snabbt och smidigt sätt få produkter hemskickadeoch betalda inom några få sekunder. Men denna snabba framfartoch viljan att konstant öka omsättningen har gjort e-handelsplatsertill en grogrund för manipulativ design, med det huvudsakligamålet att påverka användare och få dem att ta beslut som inteligger i deras primära intresse. Denna manipulativa design kallasför dark patterns. Studiens syfte är att undersöka hur användareupplever dessa dark patterns när de appliceras på ehandelsplatser.Då upplevelser är en subjektiv företeelse har en kvalitativ metodanvänts för att studera fenomenet. Datainsamling skeddevia semistrukturerade intervjuer, utbildning och användartest av ehandelsplatser innehållande dark patterns där sex deltagare ställdeu p p . D e t e m p i r i s k a d a t asom genererades via intervjutillfällena analyserades med hjälpav en för studien anpassad teoretisk modell. Resultatet avstudien visar att användare upplever dark patterns som en negativföreteelse, som primärt genererar irritation, frustration, känslanav att känna sig bedragen och stress, där vissa användareupplevde så starka negativa känslor att de helt kan välja bort en ehandelsplats. / With the current rate of growth and development in e-commerce, ith a s n e v e r b e e n a s q u i c k a n d e a s y t o g e tproducts delivered to one's homes and to have them paid forwithin seconds. However, the rapid progress, together with thedesire to increase revenue, online retail stores have become ahotbed for manipulative design elements. Design elements whichare implemented to persuade users into making decisions that maynot be in their best interests. These manipulative design strategiesare called dark patterns. The purpose of this study is to identifyhow users experience these dark patterns when applied to onlineretail stores.Peoples' experiences are subjective by nature, and to that end, aqualitative method has been utilized to study the phenomenon. Thedata was gathered by semi-structured interviews, an educationalelement, and user tests on online retailer platforms, containingdark patterns. Six participants contributed to the study. Theempirical data generated by the interviews were analyzed by a, forthe study, tailor-made theoretical model. The study shows thatusers experience dark patterns as a negative phenomenon, whichgenerated feelings of irritation, frustration, fraud, and stress. Someusers experienced such strong negative emotions thatthey actively could abandon an online retailer altogether.

The aim of this thesis is to provide a comprehensive understanding of successful strategies in retail trade, overview of the Czech online grocery retail market and provide recommendations how to succeed in this market. This diploma thesis is intended to help established big grocery retailers, start-ups venturing into the online grocery retail and prospective investors into such start-ups understand the Czech online grocery market. First, we provide a summary of the major developments in the history of retail trade and e-commerce accompanied by several business strategy frameworks proposed by academics for achieving success in these two markets. Second, we define online grocery retail with its different business formats, analyse strategies used across the world and the biggest challenges of this business. Third, we provide an overview of the Czech grocery retail market, both store based and online based. Fourth, we present our findings from our customer survey and form our recommendations based on the findings of the whole thesis. The main contribution of this thesis is in providing an integrated understanding of the Czech online grocery retail market.

E-commerce has increased substantially, as e-retailers engage with consumers online. Users require more than products and quality service; they also expect a good user experience. User experience is affected by branding, functionality, navigation, content, aesthetics and usability. This study investigates the attainment of better user experience on e-commerce websites. A dual-method usability evaluation approach – usability testing with end-users and heuristic evaluation by experts – was employed to obtain a holistic picture of how usability aspects support or hinder the user experience. Usability testing provided insights into detailed interface issues and the type of content and journey that users prefer when making a purchasing decision, while heuristic evaluation was mainly directed at overall user interface and interaction factors. In a complementary way, each method identified a high number of usability problems. Key findings are summarized, and design guidelines are identified that can facilitate the development of e-commerce websites to promote user experience. / E-handel het aansienlik toegeneem, soos e-kleinhandelaars by verbruikers aanlyn betrokke raak. Gebruikers verlang meer as produkte en kwaliteit diens; hulle verwag ook 'n goeie gebruikerservaring. Gebruikerservaring word deur ‘branding’, funksies, navigasie, inhoud, estetika en bruikbaarheid beinvloed. Hierdie studie ondersoek die bereiking van beter gebruikerservaring op e-handel webwerwe. 'n Dubbelemetode bruikbaarheidsevaluering benadering – bruikbaarheidstoetsing met eindgebruikers en heuristiese evaluering deur kundiges – is gebruik om ‘n holistiese beeld te verkry van hoe bruikbaarheidsaspekte gebruikerservaring ondersteun of verhinder. Bruikbaarheidstoetsing lewer insigte in gedetailleerde koppelvlak kwessies en die tipe inhoud en roete wat gebruikers verkies wanneer hulle 'n aankoop maak, terwyl heuristiese evaluering hoofsaaklik gerig is op algehele gebruikerskoppelvlak en interaksie faktore. Op 'n komplementêre manier, het elke metode' n groot aantal bruikbaarheidsprobleme geïdentifiseer. Belangrike bevindings word saamgevat, en ontwerp riglyne is voorgestel wat die ontwikkeling van e-handel webwerwe fasiliteer wat gebruikerservaring bevorder. / Computing / M. Tech. (Information Technology)

E-commerce has increased substantially, as e-retailers engage with consumers online. Users require more than products and quality service; they also expect a good user experience. User experience is affected by branding, functionality, navigation, content, aesthetics and usability. This study investigates the attainment of better user experience on e-commerce websites. A dual-method usability evaluation approach – usability testing with end-users and heuristic evaluation by experts – was employed to obtain a holistic picture of how usability aspects support or hinder the user experience. Usability testing provided insights into detailed interface issues and the type of content and journey that users prefer when making a purchasing decision, while heuristic evaluation was mainly directed at overall user interface and interaction factors. In a complementary way, each method identified a high number of usability problems. Key findings are summarized, and design guidelines are identified that can facilitate the development of e-commerce websites to promote user experience. / E-handel het aansienlik toegeneem, soos e-kleinhandelaars by verbruikers aanlyn betrokke raak. Gebruikers verlang meer as produkte en kwaliteit diens; hulle verwag ook 'n goeie gebruikerservaring. Gebruikerservaring word deur ‘branding’, funksies, navigasie, inhoud, estetika en bruikbaarheid beinvloed. Hierdie studie ondersoek die bereiking van beter gebruikerservaring op e-handel webwerwe. 'n Dubbelemetode bruikbaarheidsevaluering benadering – bruikbaarheidstoetsing met eindgebruikers en heuristiese evaluering deur kundiges – is gebruik om ‘n holistiese beeld te verkry van hoe bruikbaarheidsaspekte gebruikerservaring ondersteun of verhinder. Bruikbaarheidstoetsing lewer insigte in gedetailleerde koppelvlak kwessies en die tipe inhoud en roete wat gebruikers verkies wanneer hulle 'n aankoop maak, terwyl heuristiese evaluering hoofsaaklik gerig is op algehele gebruikerskoppelvlak en interaksie faktore. Op 'n komplementêre manier, het elke metode' n groot aantal bruikbaarheidsprobleme geïdentifiseer. Belangrike bevindings word saamgevat, en ontwerp riglyne is voorgestel wat die ontwikkeling van e-handel webwerwe fasiliteer wat gebruikerservaring bevorder. / Computing / M. Tech. (Information Technology)