What makes my wine e-shop stand out: Evidence from the online user experience research
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F18%3A00103948" target="_blank" >RIV/00216224:14560/18:00103948 - isvavai.cz</a>
Result on the web
<a href="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" target="_blank" >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</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
What makes my wine e-shop stand out: Evidence from the online user experience research
Original language description
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.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
The Proceedings of the 13th European Conference on Innovation and Entrepreneurship ECIE 2018
ISBN
9781911218975
ISSN
2049-1050
e-ISSN
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Number of pages
1082
Pages from-to
1038-1045
Publisher name
Academic Conferences and Publishing International Limited
Place of publication
UK
Event location
University of Aveiro Portugal
Event date
Jan 1, 2018
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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