Web usability constraints online users encounter when booking travel products
Alvarez Leon, Jafet (2019)
Alvarez Leon, Jafet
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201905067807
https://urn.fi/URN:NBN:fi:amk-201905067807
Tiivistelmä
Doing business online today is becoming more challenging than ever. One reason for this is that some firms rely on its online selling platform or builds one to support its brick-and-mortar shop. However, as technology use becomes the norm in everyday life of people, having a website that is usable and supports customers’ experience is of paramount importance. This thesis investigates the usability constraints that online users encounter when booking travel products.
A major justification for this research is that online shopping is an interactive activity influenced by several factors related to both the user and the medium where it occurs and should be investigated employing different research techniques. Drawing from literature of various disciplines such as information systems, electronic commerce, and human-computer interaction the study is approached through a combination of eye tracking method, observations, questionnaires, and semi-structure interviews.
Data was collected using a non-experimental design from 25 undergraduate students. Two travel websites were used in the research where participants completed booking tasks. Results varied between phases, websites and tasks. Simple tasks received higher and more positive usability ratings whereas poor simplicity and learnability affected the usability perceptions of one website during the complex tasks. In the booking selection phase participants used more time and effort than in the transaction completion phase. Price invisibility of travel items was the issue that participants struggled with the most. In the end, the website with higher perceptions on simplicity and content was not the one perceived as having superior user experience. Implications for theory and recommendations for electronic commerce managers are provided.
A major justification for this research is that online shopping is an interactive activity influenced by several factors related to both the user and the medium where it occurs and should be investigated employing different research techniques. Drawing from literature of various disciplines such as information systems, electronic commerce, and human-computer interaction the study is approached through a combination of eye tracking method, observations, questionnaires, and semi-structure interviews.
Data was collected using a non-experimental design from 25 undergraduate students. Two travel websites were used in the research where participants completed booking tasks. Results varied between phases, websites and tasks. Simple tasks received higher and more positive usability ratings whereas poor simplicity and learnability affected the usability perceptions of one website during the complex tasks. In the booking selection phase participants used more time and effort than in the transaction completion phase. Price invisibility of travel items was the issue that participants struggled with the most. In the end, the website with higher perceptions on simplicity and content was not the one perceived as having superior user experience. Implications for theory and recommendations for electronic commerce managers are provided.