Ease of Use of WEOMEO Company Website and the Purchasing Intention of the Viewers
Mousavifard, Fatemehsadat (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121236583
https://urn.fi/URN:NBN:fi:amk-2023121236583
Tiivistelmä
The present study investigates the relationship between the ease of use of the website of WEOMEO Company and the purchasing intent of the viewers. Among different dimensions of ease of use of a website, website design and content clarity were selected as the independent variables of the study. The statistical population was 122 viewers of the WEOMEO website. The random sampling technique was used as the sample size method and 70 of the total viewers participated in the study.
For the theoretical framework, the study uses the Technology Acceptance Model which assists in evaluating the research idea that WEOMEO Company viewers' acceptance of technology affects their decisions when purchasing or ordering a service from the company.
The research findings indicate that there is a relationship between website design and the purchasing intention of the website viewers; it indicates that the visual attractiveness of the website may lead the viewers’ intentions to purchasing decision. In addition, it also indicates that the clarity of the website may influence in strengthening viewers' purchasing intent if the sentences or instructions are understandable and not long. It is also found that a technically well-working website can push the viewers to make up their minds to purchase from the company. These results offer useful advice for business owners who manage their business websites on which aspect of the website to improve to get more purchasing intent from the viewers.
For the theoretical framework, the study uses the Technology Acceptance Model which assists in evaluating the research idea that WEOMEO Company viewers' acceptance of technology affects their decisions when purchasing or ordering a service from the company.
The research findings indicate that there is a relationship between website design and the purchasing intention of the website viewers; it indicates that the visual attractiveness of the website may lead the viewers’ intentions to purchasing decision. In addition, it also indicates that the clarity of the website may influence in strengthening viewers' purchasing intent if the sentences or instructions are understandable and not long. It is also found that a technically well-working website can push the viewers to make up their minds to purchase from the company. These results offer useful advice for business owners who manage their business websites on which aspect of the website to improve to get more purchasing intent from the viewers.