Website design and e-loyalty: can website design of commercial web pages attract and retain Greek Internet surfers?

Alpous, Viktoria (2007) Website design and e-loyalty: can website design of commercial web pages attract and retain Greek Internet surfers? MA dissertation, University of Portsmouth.

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    Nowadays, with the rapid growth of the Internet usage from both consumers and organizations, it is essential that users' attention is gained and retained in a company's website. The website though, has various elements that if not developed with the users' perspectives in mind can cause a site not being so popular. A survey was conducted in order to identify if web site design, and more specifically some particular design tools, have the potential to affect users' intentions to browse for longer time in a commercial web site when looking for information on products and services and to repeat the visit in the future. The study, was conducted in a country were Internet is not so widely used and expanded, in Greece. The method that was chosen to be used in this survey was a quantitative one and more specifically questionnaires which were dispersed outside cinemas and via telephone. The consistency of the sample size required for this survey was extracted with the usage of quota sampling technique with numbers based on an official Greek survey concerning Internet usage in Greece. The elements that constituted the sample size were 384 in number, were randomly chosen in both situations and were aged 18-54. Specific number of usable questionnaires had to be gathered from different age groups. The region that the survey was conducted was chosen according to Internet penetration in the households and it was Attica. With the use of general questions there was an effort to identify the attitudes of Greek users towards basic web site elements like content, design, security and interaction, whereas with the usage of various dichotomous questions, attitudes towards various design tools were investigated. The research findings demonstrated that Greek users even if they ranked web site design low in the ranking scale after security and content they are indeed affected by it concerning their future intentions towards commercial web pages. The fact that in their majority they defined an attractive and effective web page as one that has relevant and up to date content strengthens their preference towards a commercial web site that is first of all usable and time effective and efficient. The previous was demonstrated as well with users' preferences towards four main web tools, two navigational (search engine & site map) and two aesthetic (images & colors). The percentage of people that would leave a commercial web site and not visit it again was greater when referred to the navigational tools than when referring to aesthetic ones. An effort was made to identify if age and level of Internet usage can affect the perceptions that elements hold concerning the importance of web site design, and its various elements and tools. The results showed that there is no significant importance of these two factors concerning the variables mentioned previously.

    Item Type: Dissertation
    Departments/Research Groups: Portsmouth Business School > Organisational Studies and Human Resources Management
    Depositing User: Jane Polwin
    Date Deposited: 20 Jan 2011 12:47
    Last Modified: 28 Jan 2015 11:13

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