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- Title
Website Usability and User Experience During Shopping Online from Abroad.
- Authors
KAKALEJCIK, Lukas; GAVUROVA, Beata; BACIK, Radovan
- Abstract
User experience and website usability is an important factor during the online purchasing process. The main objective of our study was to analyze the website usability issues users have when purchasing products from abroad. In order to achieve our objective, we analysed the data from Consumer Barometer. We conducted the principal components analysis, followed by fuzzy clustering in order to determine the groups of users based on the perceived website usability problems during online purchasing. We determined and characterized 3 groups of users and assigned countries of origin of these users. These results can be used by companies operating on one or more of the observed markets in order to improve their performance when serving their potential customers. In addition, the results can be used in the educational process of educational institutions which field of study is focused on economics and business.
- Subjects
ONLINE shopping; WEBSITE usability; CLUSTER analysis (Statistics); PRINCIPAL components analysis; FUZZY clustering technique
- Publication
Journal of Applied Economic Sciences, 2018, Vol 13, Issue 5, p1237
- ISSN
1843-6110
- Publication type
Article