IDENTIFYING THE DEFICIENCIES IN THE USE OF E-COMMERCE WEBSITES
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
The study examines the subjective assessment of selected usability features from the viewpoint of respondents as users, of e-commerce purchasing. Based on theoretical backgrounds, general heuristics, study literature, and online shopping experience, we created questions to evaluate 25 usability features. The respondents’ responses were then subjected to statistical analysis to process the results of the research. The primary objective of our research was to review the e-commerce website’s usability assessment and identify the problems from the users’ perspective. Based on the data obtained from the mathematical and statistical methods used in the survey, the practical part of the thesis will elaborate and formulate specific recommendations for practice.
Authors and Affiliations
Igor Fedorko
Keywords
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