What makes my wine e-shop stand out: Evidence from the online user experience research



Year of publication 2018
Type Article in Proceedings
Conference The Proceedings of the 13th European Conference on Innovation and Entrepreneurship ECIE 2018
MU Faculty or unit

Faculty of Economics and Administration

Web Proceedings in Google Books
Keywords user experience; e – commerce; think aloud; online consumer behavior; online shopping
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.
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