The effects of website design elements on the customer experience in fast-fashion online shopping
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/34724 |
Resumo: | In an era in which online shopping is becoming increasingly important, companies’ success depends on the ability to include website design elements on products’ webpages to evoke effective customer experiences. These elements provide not only information but also entertainment, mimic sensory experiences and human interactions from the offline world. Based on past literature investigation, an online survey, four customer interviews, and a sense-check expert interview, the author approaches how can companies use the different website design elements (descriptive detail, bulleted features, product image, lifestyle product image, zoom picture, product video, customer reviews, recommendation algorithm, content filters, chatbots, chatlines, smart fitting technology, return policy and shipping information) to build powerful online customer experiences (informativeness, entertainment, sensory appeal, and social presence) in shopping for fast-fashion clothing brands for Portuguese consumers. The findings offer significant theoretical contributions and actionable managerial implications to customer experience. Firstly, companies should focus on informativeness and entertainment, followed by sensory appeal and social presence. In order to build informativeness experiences, companies need to focus on descriptive detail, product images, lifestyle product images, zoom images, customer reviews, and recommendation algorithms. The lifestyle product image, zoom image, product video, customer reviews, recommendation algorithm, and content filters build entertainment experiences. For the sensory appeal experience, companies should use product images, zoom pictures, and product video. Moreover, descriptive detail, product image, recommendation algorithm, chatbots, chatlines, smart fitting technology, and return policy information should be presented for social presence. |
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The effects of website design elements on the customer experience in fast-fashion online shoppingOnline shoppingCustomer experienceOnline customer experienceWebsiteFashionFast-fashionRetailClothingClothesE-commercePortuguese consumerCompra onlineExperiência do consumidorExperiência online do consumidorModaRoupaRetalhoComércio onlineConsumidor portuguêsDomínio/Área Científica::Ciências Sociais::Economia e GestãoIn an era in which online shopping is becoming increasingly important, companies’ success depends on the ability to include website design elements on products’ webpages to evoke effective customer experiences. These elements provide not only information but also entertainment, mimic sensory experiences and human interactions from the offline world. Based on past literature investigation, an online survey, four customer interviews, and a sense-check expert interview, the author approaches how can companies use the different website design elements (descriptive detail, bulleted features, product image, lifestyle product image, zoom picture, product video, customer reviews, recommendation algorithm, content filters, chatbots, chatlines, smart fitting technology, return policy and shipping information) to build powerful online customer experiences (informativeness, entertainment, sensory appeal, and social presence) in shopping for fast-fashion clothing brands for Portuguese consumers. The findings offer significant theoretical contributions and actionable managerial implications to customer experience. Firstly, companies should focus on informativeness and entertainment, followed by sensory appeal and social presence. In order to build informativeness experiences, companies need to focus on descriptive detail, product images, lifestyle product images, zoom images, customer reviews, and recommendation algorithms. The lifestyle product image, zoom image, product video, customer reviews, recommendation algorithm, and content filters build entertainment experiences. For the sensory appeal experience, companies should use product images, zoom pictures, and product video. Moreover, descriptive detail, product image, recommendation algorithm, chatbots, chatlines, smart fitting technology, and return policy information should be presented for social presence.Numa era em que as compras online estão a tornar-se cada vez mais importantes, o sucesso das empresas depende da capacidade de incluir elementos nas páginas web para evocar experiências do consumidor eficazes. Esses elementos não só fornecem informação, mas também entretenimento, imitam experiências sensoriais e interações humanas do mundo offline. Com base em literatura passada, num questionário online, quatro entrevistas a consumidores e uma entrevista a um especialista na área, o autor aborda como as empresas podem usar os diferentes elementos do website para criar boas experiências online para os consumidores portugueses na compra de roupa fast-fashion. Os resultados oferecem contribuições académicas e empresariais para a experiência do consumidor. Em primeiro lugar, as empresas devem focar-se na informação e no entretenimento, seguido do apelo sensorial e presença social. Para construir experiências informativas, as empresas precisam de evidenciar detalhes descritivos, imagem do produto, imagem lifestyle do produto, imagem zoom, avaliações de clientes e algoritmo de recomendação. A imagem lifestyle do produto, imagem zoom, vídeo do produto, avaliações de clientes, algoritmo de recomendação e filtros de conteúdo alavancam a experiência de entretenimento. Para a experiência de apelo sensorial, as empresas devem usar imagens do produto, imagens zoom e vídeos do produto. E para a experiência de presença social devem usar detalhes descritivos, imagem do produto, algoritmo de recomendação, chatbots, chatlines, tecnologia “descobrir o tamanho” e a informação da política de troca e devolução.Lakishyk, KyryloVeritati - Repositório Institucional da Universidade Católica PortuguesaSantos, Carolina Andrade2021-09-10T10:00:09Z2021-01-2820212021-01-28T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/34724TID:202656853enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:40:14Zoai:repositorio.ucp.pt:10400.14/34724Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:28:09.211136Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The effects of website design elements on the customer experience in fast-fashion online shopping |
title |
The effects of website design elements on the customer experience in fast-fashion online shopping |
spellingShingle |
The effects of website design elements on the customer experience in fast-fashion online shopping Santos, Carolina Andrade Online shopping Customer experience Online customer experience Website Fashion Fast-fashion Retail Clothing Clothes E-commerce Portuguese consumer Compra online Experiência do consumidor Experiência online do consumidor Moda Roupa Retalho Comércio online Consumidor português Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The effects of website design elements on the customer experience in fast-fashion online shopping |
title_full |
The effects of website design elements on the customer experience in fast-fashion online shopping |
title_fullStr |
The effects of website design elements on the customer experience in fast-fashion online shopping |
title_full_unstemmed |
The effects of website design elements on the customer experience in fast-fashion online shopping |
title_sort |
The effects of website design elements on the customer experience in fast-fashion online shopping |
author |
Santos, Carolina Andrade |
author_facet |
Santos, Carolina Andrade |
author_role |
author |
dc.contributor.none.fl_str_mv |
Lakishyk, Kyrylo Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Santos, Carolina Andrade |
dc.subject.por.fl_str_mv |
Online shopping Customer experience Online customer experience Website Fashion Fast-fashion Retail Clothing Clothes E-commerce Portuguese consumer Compra online Experiência do consumidor Experiência online do consumidor Moda Roupa Retalho Comércio online Consumidor português Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Online shopping Customer experience Online customer experience Website Fashion Fast-fashion Retail Clothing Clothes E-commerce Portuguese consumer Compra online Experiência do consumidor Experiência online do consumidor Moda Roupa Retalho Comércio online Consumidor português Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
In an era in which online shopping is becoming increasingly important, companies’ success depends on the ability to include website design elements on products’ webpages to evoke effective customer experiences. These elements provide not only information but also entertainment, mimic sensory experiences and human interactions from the offline world. Based on past literature investigation, an online survey, four customer interviews, and a sense-check expert interview, the author approaches how can companies use the different website design elements (descriptive detail, bulleted features, product image, lifestyle product image, zoom picture, product video, customer reviews, recommendation algorithm, content filters, chatbots, chatlines, smart fitting technology, return policy and shipping information) to build powerful online customer experiences (informativeness, entertainment, sensory appeal, and social presence) in shopping for fast-fashion clothing brands for Portuguese consumers. The findings offer significant theoretical contributions and actionable managerial implications to customer experience. Firstly, companies should focus on informativeness and entertainment, followed by sensory appeal and social presence. In order to build informativeness experiences, companies need to focus on descriptive detail, product images, lifestyle product images, zoom images, customer reviews, and recommendation algorithms. The lifestyle product image, zoom image, product video, customer reviews, recommendation algorithm, and content filters build entertainment experiences. For the sensory appeal experience, companies should use product images, zoom pictures, and product video. Moreover, descriptive detail, product image, recommendation algorithm, chatbots, chatlines, smart fitting technology, and return policy information should be presented for social presence. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-09-10T10:00:09Z 2021-01-28 2021 2021-01-28T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/34724 TID:202656853 |
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http://hdl.handle.net/10400.14/34724 |
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TID:202656853 |
dc.language.iso.fl_str_mv |
eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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