This diploma thesis analyses the phenomenon of adapting e-shops selling electronics and computers to the Generation Y in the terms of website usability. The theoretical part is divided into three main chapters. The first chapter describes a consumer behavior, shopping behavior and the difference between shopping behavior in physical stores and their cyberspace counterparts. The following chapter deals with the Generation Y and its characteristics. The last part describes the web usability itself, its common flaws in usability and the topic of web usability testing. The practical part is dedicated to a web usability testing on selected e-shops. The testing itself was conducted by the user testing method, where all the tested subjects belonged to the Generation Y. A questionnaire and a guided interview were also used to gather information for the study. The survey revealed many elemental flaws in the terms of web usability of studied samples and presented suggestions how to correct them. A big problem was found mainly in the design structure of the sites. Users were under constant advertisement pressure which has neutral or even negative effect on the Generation Y.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:359264 |
| Date | January 2017 |
| Creators | Rubínová, Klára |
| Contributors | Čermák, Radim, Böhmová, Lucie |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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