What makes my wine e-shop stand out: Evidence from the online
user experience research

D 2018

What makes my wine e-shop stand out: Evidence from the online user experience research

ŠTEFAŇÁKOVÁ, Lucia a Anida KRAJINA

Základní údaje

Originální název

What makes my wine e-shop stand out: Evidence from the online user experience research

Autoři

ŠTEFAŇÁKOVÁ, Lucia a Anida KRAJINA

Vydání

UK, The Proceedings of the 13th European Conference on Innovation and Entrepreneurship ECIE 2018, od s. 1038-1045, 1082 s. 2018

Nakladatel

Academic Conferences and Publishing International Limited

Další údaje

Jazyk

angličtina

Typ výsledku

Stať ve sborníku

Obor

50204 Business and management

Stát vydavatele

Velká Británie a Severní Irsko

Utajení

není předmětem státního či obchodního tajemství

Forma vydání

tištěná verze "print"

Odkazy

Proceedings in Google Books

Označené pro přenos do RIV

Ano

Kód RIV

RIV/00216224:14560/18:00103948

Organizační jednotka

Ekonomicko-správní fakulta

ISBN

978-1-911218-97-5

ISSN

EID Scopus

2-s2.0-85055422180

Klíčová slova anglicky

user experience; e – commerce; think aloud; online consumer behavior; online shopping

Příznaky

Mezinárodní význam, Recenzováno

Změněno: 26. 4. 2019 16:01, Mgr. Daniela Marcollová

Anotace

V originále

In the digital age, people are surrounded by a vast of possibilities to buy things online. They receive hundreds of information and have many choices. Therefore, it appears more difficult for e-commerce to optimize the customer experience and encourage them to make a purchase. The main goal of this paper is to examine the behavior of wine e-shop customers and to analyze which website components influence their process of online shopping. The research deals with the importance of user´s experience and examines the question of the optimal combination of individual elements in the wine e-shop. The focus is on three areas: specific filters, graphic design and product descriptions; which are essential for purchase decision making in the process of online shopping. In order to reach the goal and examine the aforementioned areas, we looked at the following: 1. Product impact, that includes the product information on the website; 2. Orientation impact, including filter functions and orientation on the website; 3. Customer service impact, that depicts the general information about the e-shop and related fees presented on the website. To achieve this, we did an A/B testing on two variants of the website, created as prototypes for this research. We combined it with „think aloud“ method in order to define connections between used elements and customer behavior. Our results show the optimal combination of elements that guide purchase decision making in the case of wine e-shop, and improve the customer online shopping experience. The contribution is both academic and practical. Academia can benefit from acquiring additional knowledge regarding online customer behavior and decision making factors in online purchases. Practically, the results are useful for wine shop owners, especially those selling online, when choosing the innovative and optimal website interface to enhance customer experience and induce purchase.

Návaznosti

MUNI/A/1125/2017, interní kód MU

Název: Consumer Behaviour Research in Digital Environment

Investor: Masarykova univerzita, Consumer Behaviour Research in Digital Environment, DO R. 2020_Kategorie A - Specifický výzkum - Studentské výzkumné projekty

Citovat

ŠTEFAŇÁKOVÁ, Lucia a Anida KRAJINA. What makes my wine e-shop stand out: Evidence from the online user experience research. In Carlos Costa, Manuel Au-Yong-Oliveira, Marlene Paula Castro Amorim. The Proceedings of the 13th European Conference on Innovation and Entrepreneurship ECIE 2018. UK: Academic Conferences and Publishing International Limited, 2018, s. 1038-1045, 1082 s. ISBN 978-1-911218-97-5.

@inproceedings{1445956,
   author = {Štefaňáková, Lucia and Krajina, Anida},
   address = {UK},
   booktitle = {The Proceedings of the 13th European Conference on Innovation and Entrepreneurship ECIE 2018},
   editor = {Carlos Costa, Manuel Au-Yong-Oliveira, Marlene Paula Castro Amorim},
   keywords = {user experience; e – commerce; think aloud; online consumer behavior; online shopping},
   howpublished = {tištěná verze "print"},
   language = {eng},
   location = {UK},
   isbn = {978-1-911218-97-5},
   pages = {1038-1045},
   publisher = {Academic Conferences and Publishing International Limited},
   title = {What makes my wine e-shop stand out: Evidence from the online user experience research},
   url = {https://books.google.cz/books/about/ECIE_2018_13th_European_Conference_on_In.html?id=7_J0DwAAQBAJ&printsec=frontcover&source=kp_read_button&redir_esc=y#v=onepage&q&f=false},
   year = {2018}
}

TY  - CONF
ID  - 1445956
AU  - Štefaňáková, Lucia - Krajina, Anida
PY  - 2018
TI  - What makes my wine e-shop stand out: Evidence from the online user experience research
PB  - Academic Conferences and Publishing International Limited
CY  - UK
SN  - 9781911218975
KW  - user experience
KW  - e – commerce
KW  - think aloud
KW  - online consumer behavior
KW  - online shopping
UR  - https://books.google.cz/books/about/ECIE_2018_13th_European_Conference_on_In.html?id=7_J0DwAAQBAJ&printsec=frontcover&source=kp_read_button&redir_esc=y#v=onepage&q&f=false
L2  - https://books.google.cz/books/about/ECIE_2018_13th_European_Conference_on_In.html?id=7_J0DwAAQBAJ&printsec=frontcover&source=kp_read_button&redir_esc=y#v=onepage&q&f=false
N2  - In the digital age, people are surrounded by a vast of possibilities to buy things online. They receive hundreds of information and have many choices. Therefore, it appears more difficult for e-commerce to optimize the customer experience and encourage them to make a purchase. The main goal of this paper is to examine the behavior of wine e-shop customers and to analyze which website components influence their process of online shopping. The research deals with the importance of user´s experience and examines the question of the optimal combination of individual elements in the wine e-shop. The focus is on three areas: specific filters, graphic design and product descriptions; which are essential for purchase decision making in the process of online shopping. In order to reach the goal and examine the aforementioned areas, we looked at the following: 1. Product impact, that includes the product information on the website; 2. Orientation impact, including filter functions and orientation on the website; 3. Customer service impact, that depicts the general information about the e-shop and related fees presented on the website. To achieve this, we did an A/B testing on two variants of the website, created as prototypes for this research. We combined it with „think aloud“ method in order to define connections between used elements and customer behavior. Our results show the optimal combination of elements that guide purchase decision making in the case of wine e-shop, and improve the customer online shopping experience. The contribution is both academic and practical. Academia can benefit from acquiring additional knowledge regarding online customer behavior and decision making factors in online purchases. Practically, the results are useful for wine shop owners, especially those selling online, when choosing the innovative and optimal website interface to enhance customer experience and induce purchase.
ER  -

ŠTEFAŇÁKOVÁ, Lucia a Anida KRAJINA. What makes my wine e-shop stand out: Evidence from the online user experience research. In Carlos Costa, Manuel Au-Yong-Oliveira, Marlene Paula Castro Amorim. \textit{The Proceedings of the 13th European Conference on Innovation and Entrepreneurship ECIE 2018}. UK: Academic Conferences and Publishing International Limited, 2018, s.~1038-1045, 1082 s. ISBN~978-1-911218-97-5.

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