The growth of e-commerce, accelerated by the covid-19 pandemic, have fundamentally changed how companies commercialize their products. To remain competitive, many retail companies must transition parts of, or their entire, selling process to the internet. This poses the challenge of creating a website which satisfies as many of the needs of the consumer as possible, whilst still being accessible and easy to use. The usability of a website, which essentially is the perceived quality of a user experience, affects both to what extent customers experience satisfaction and to what extent they perform purchases.The purpose of this study was both to examine the relationship between selling strategies, such as the decoy effect and the compromise effect, and perceived usability of an e-commercewebsite, as well as determining how effective said selling strategies are for increasing purchase amount.By creating a high usability e-commerce website for phone cases and related products and then performing user tests in which 42 individuals were asked to perform purchase scenarios in which they were or were not exposed to selling strategies, the correlation between the perceived usability and the effectiveness of selling strategies were investigated. The 42 user tests showed no correlation between the effectiveness of the selling strategies and the perceived usability of the website. An increase in the perceived usability did however correlate to an increase in average purchase amount, and the selling strategies did increase the average purchase amount when applied. The lack of correlation between perceived usability and the effectiveness of selling strategies were inconsistent with the initial hypothesis. The discussion of this paper addresses potential explanations to the result. Several parts of the study can be altered to eliminate or mitigate identified error sources in the method. The extent to which these error sources affected the results of this study is not conclusively established, but several future improvements can be made to continue this academic inquiry, which is considered both relevant and of increasing importance.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:liu-194939 |
| Date | January 2023 |
| Creators | Nyström, Filip, Lundberg, Filip, Johansson, Arvid, Rättgård, Einar, Grinneby, Sven, Ekberg, Lukas, Södereng, Lisa |
| Publisher | Linköpings universitet, Institutionen för datavetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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