How website design impacts consumer purchase decision making : a case study: reviewing Metropolia University’s website design
Urmi, Habiba Akter (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060220886
https://urn.fi/URN:NBN:fi:amk-2023060220886
Tiivistelmä
The purpose of the thesis was to investigate the key website design factors affecting consumers’ buying behaviour. With the widespread usage of the Internet, many retailers shifted their business towards e-commerce for online buying and selling. Therefore, consumers are now becoming selective in using websites because of the easy availability of numerous online shopping websites. Hence, to be successful in online business, this study focuses on website design characteristics that are promising in identifying consumers' needs, requirements, and attitudes towards purchasing online products and services.
The literature studied from academic books and online resources for the theoretical knowledge of the phenomena includes marketing, consumer buying behaviour, consumer decision-making process, digital marketing strategies, user-centered website design and design thinking process.
To explore the topic from a marketing perspective, a qualitative approach was used to conduct a case study reviewing Metropolia University's website design. The qualitative research data was collected from a depth interview with a professional website designer, designing semi-structured questions based on key website design elements that influence consumer's purchase intention.
The empirical research data collected from the interview has been carefully examined and the result revealed effective website visual, interactive, navigational, and informational design that has a significant impact on consumer's online shopping activities.
Based on the information gathered from the literature review, the research findings were compared in a real-life context to finally conclude how website designers and developers could implement key features for designing attractive websites.
As this study utilized some limitations while analyzing research data, the author provides recommendations for future academic researchers and website designers to further study and minimize the negative impacts of website design elements.
The literature studied from academic books and online resources for the theoretical knowledge of the phenomena includes marketing, consumer buying behaviour, consumer decision-making process, digital marketing strategies, user-centered website design and design thinking process.
To explore the topic from a marketing perspective, a qualitative approach was used to conduct a case study reviewing Metropolia University's website design. The qualitative research data was collected from a depth interview with a professional website designer, designing semi-structured questions based on key website design elements that influence consumer's purchase intention.
The empirical research data collected from the interview has been carefully examined and the result revealed effective website visual, interactive, navigational, and informational design that has a significant impact on consumer's online shopping activities.
Based on the information gathered from the literature review, the research findings were compared in a real-life context to finally conclude how website designers and developers could implement key features for designing attractive websites.
As this study utilized some limitations while analyzing research data, the author provides recommendations for future academic researchers and website designers to further study and minimize the negative impacts of website design elements.