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dc.contributor.author
Papapanou, Loukia Maria(Marily)
en
dc.date.accessioned
2015-06-26T12:30:47Z
dc.date.available
2015-09-27T05:58:19Z
dc.date.issued
2015-06-26
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/537
dc.rights
Default License
dc.title
How Web Design Characteristics Affect Consumer Online Behaviour
en
heal.type
masterThesis
heal.language
en
heal.access
free
el
heal.license
http://creativecommons.org/licenses/by-nc/4.0
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Strategic Product Design
heal.publicationDate
2015
heal.bibliographicCitation
Papapanou Loukia Maria, 2015, How web design characteristics affect ,Master's Dissertation, International Hellenic University
en
heal.abstract
This study seeks to extend the existing knowledge in the effects of web design characteristics in consumer online behaviour. The characteristics explored are referring to colour attributes, colour contrast, categorization and product taxonomy, informativeness of the content and visualization. Following an inductive approach during the qualitative research conducted, there were arisen parameters such as brand consistency, relevant advertisement and suggestions. These features were interpreted in relation to trust ease of use, navigation, flow experience and finally the subsequent behaviour towards the website. Although studies in ecommerce and website characteristics have been abundant, research in real life online retail contexts is sparse. Hence, the purpose of the present paper rests in addressing this gap by understanding better the nature of the online shopping experience and gain valuable insights of how web design elements are perceived by the consumers.
en
heal.tableOfContents
Table of Contents .................................................................................................................. 1 Abstract .......................................................................................................................................... 4 Introduction ............................................................................................................................... 5 Literature Review .................................................................................................................. 6 Design parameters of websites ...................................................................................... 6 Purchase Intentions .............................................................................................................. 8 Trust ................................................................................................................................................. 9 The concept of flow ............................................................................................................. 12 Content Design ....................................................................................................................... 13 Colour in web design .......................................................................................................... 15 Colour Theory .......................................................................................................................... 19E-commerce applications ............................................................................................. 20Web design history ............................................................................................................... 20Colour psychology in web design ............................................................................... 21Colour Contrast effect ....................................................................................................... 25 Research Methodology ................................................................................................... 26 Reformulating the research topic .............................................................................. 26 Research area .......................................................................................................................... 27 Research Process ................................................................................................................... 29 Research philosophy and approach ........................................................................... 30 Research Findings and Analysis ............................................................................ 31 Expert’s Opinion .................................................................................................................... 32 Users Opinion .......................................................................................................................... 37 Discussion and Conclusion ......................................................................................... 47 Reference List ........................................................................................................................ 49 3 Bibliography ............................................................................................................................. 49 List of illustrations .............................................................................................................. 52 List of tables ............................................................................................................................ 54
en
heal.advisorName
Gotsi
en
heal.committeeMemberName
Gotsi
en
heal.committeeMemberName
Simeonidou
en
heal.committeeMemberName
Kokkinaki
en
heal.academicPublisher
School of Economics & Business Administration ,MSc in Strategic Product Design
en
heal.academicPublisherID
ihu
heal.numberOfPages
55
heal.fullTextAvailability
true


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