This dissertation was written as a part of the MSc in Strategic Product Design at the International Hellenic University.
In contemporary e-commerce websites (e.g. e-shops, travel booking sites) , a trend of cross-selling propositions can be seen that interfere with the primary goal of the user. This dissertation studied the possible negative effects of this recent commercial trend on the usability and the user experience of e-commerce websites. Furthermore, it proposes some directions for reconciling these two seemingly conflicting goals.
Prof. D. Nathanael conceived of the presented idea. With Prof. D. Nathanael’s mentorship and supportiveness, Apostolos Makris developed the cross-selling techniques analysis and presented an improved version of the existing examples. Prof. D. Nathanael encouraged Apostolos Makris to investigate the different cross-selling methods and supervised the findings of this work. All authors discussed the results and contributed to the final manuscript.
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