| Abstract [eng] |
The main purpose of the thesis is to analyze product information presentation principles and their impact on user experience on the electronic shop. Thesis consists of three main parts – analysis of academic literature that studies user interface usability. In the second part of the thesis - electronic shop service evaluation is described and academic literature, that studies user experience and decision of making a purchase, is analyzed. Third part of the thesis describes research that was executed by the author methodology and results analysis as well as research conclusion. Theoretical part of the thesis analyzes recent academic literature and foreign research that aim to find out factors influencing the customer on electronic shops. After academic literature analysis has been performed, two-part scientific research was conducted. In the first part, comparative analysis of product information presentation on three selected electronic shops was performed. In order to find out user interface usability on product information page of the electronic shop, second part of thesis presents empirical research of user interface usability evaluation, whereas testing sessions with real users of electronic shops were implemented. The aim of research to create a page wireframe is fulfilled, after the results were analyzed. Research results analysis indicates that currently both local and global electronic shops lack fulfillment of customer needs regarding product information presentation page. Frequently, electronic shops use excess information about the product or do not provide information at all. Moreover, research shows that users have doubts when information about the product is presented incorrectly or inaccurately and usually they tend to look for more information on other electronic shops. One important conclusion states that electronic shops users are not loyal to only one shop and rather choose the one offering the best price. In conclusion, the aim of the research is achieved and the wireframe created for product information presentation page could be used by administrators of electronic shops to improve product information presentation page. What is more, this research is also relevant in theoretical aspect - product information presentation page impact for user experience have not been analyzed in Lithuanian academic literature yet. |
