Many webmasters have no idea why people visit various websites, and even if they did, the websites ignores to designed according to the interests of the users. The structure of the website should be built out of a user centred perspective in order to better meet the users’ expectations of the website. The objective for web designers is to create usability websites, which allow the users to perform tasks as fast and easy as possible. Websites are so much more than just a contact surface for customers, and bad usability is allegedly the same as no customers at all. We have conducted a case study consisting of three websites, which represent the web errands, the signing of a car insurance and the booking of a trip. The study is intended to investigate if web designers’ observation of the five steps of the purchasing process, within web design, contributes to enhancing the usability of websites. The result of the study shows that web designers take in consideration the first four steps of the customer’s purchasing process. However, one conclusion we can draw from the study is that web designers’ views of the customer’s purchasing process distinguishes from the actual theory; therefore it is proven that the purchasing process’ theoretical model isn’t in use among web designers. Further on, a theoretical relation between the term usability and the purchasing process will be presented. Innehållsförteckning 1 INLEDNING___________________________________________ 1 1.1 BAKGRUND _____________________________________________ 1 1.2 PROBLEMOMRÅDE_______________________________________ 2 1.3 SYFTE__________________________________________________ 4 1.4 FORSKNINGSFRÅGA? ____________________________________ 4 1.5 AVGRÄNSNINGAR _______________________________________ 4 1.6 MÅLGRUPP _____________________________________________ 4 1.7 BEGREPPSFÖRKLARINGAR _______________________________ 5 2 METOD OCH GENOMFÖRANDE __________________________ 7 2.1 VETENSKAPLIGT FÖRHÅLLNINGSSÄTT _____________________ 7 2.2 UNDERSÖKNINGENS KLASSIFICERING _____________________ 7 2.3 TYP AV UNDERSÖKNING__________________________________ 8 2.4 VETENSKAPLIGT ANGREPPSSÄTT _________________________ 9 2.5 VETENSKAPLIG FORSKNINGSANSATS_____________________ 10 2.6 DATAINSAMLINGSMETODER _____________________________ 10 2.7 VALIDITET OCH RELIABILITET ____________________________ 12 2.8 PRAKTISKT TILLVÄGAGÅNGSSÄTT ________________________ 13 3 TEORETISK REFERENSRAM ___________________________ 17 3.1 MÄNNISKA DATOR INTERAKTION OCH ANVÄNDBARHET _____ 17 3.2 KONSUMENTBETEENDE _________________________________ 22 3.3 EN MODELL AV KÖPPROCESSEN _________________________ 23 3.4 TANKEGÅNGEN BAKOM WEBBPLATSERS TEKNOLOGI_______ 28 4 EMPIRI______________________________________________ 30 4.1 BESKRIVNING AV FALLSTUDIEN __________________________ 30 4.2 BEGREPPET ANVÄNDBARHET____________________________ 32 4.3 WEBBUTVECKLING OCH KUNDBETEENDE _________________ 35 4.4 KUNDENS KÖPPROCESS ________________________________ 37 4.5 WEBBUTVECKLARES TANKEGÅNG KRING WEBBTEKNOLOGI_ 48 5 EMPIRISK ANALYS ___________________________________ 50 5.1 ANVÄNDBARHET _______________________________________ 50 5.2 KUNDENS KÖPPROCESS ________________________________ 52 5.3 KÖPPROCESSEN I SIN HELHET ___________________________ 58 5.4 ANALYSMATRIS ÖVER KÖPPROCESSENS STEG____________ 61 6 RESULTAT – SLUTSATS OCH EGNA REFLEKTIONER ______ 66 6.1 RESULTAT FRÅN ANALYSARBETET _______________________ 66 6.2 RESULTAT KRING DET TEORETISKA RESONEMANGET ______ 68 6.3 SLUTSATSER___________________________________________ 71 6.4 EGNA REFLEKTIONER___________________________________ 71 6.5 FÖRSLAG TILL FORTSATT FORSKNING ____________________ 75 7 DISKUSSION_________________________________________ 76 7.1 METODDISKUSSION_____________________________________ 76 8 REFERENSLISTA_____________________________________ 80

background

Forskningsmetodikens grunder. Att planera, genomföra och rapportera en undersökning.

Användbarhet i ett vidare perspektiv : funna samband med kundens köpprocess

Flygbranschen ar en global industri som expanderar snabbt och i och med detta okar ocksa belastningen pa miljon genom flygets miljopaverkan. Ett verktyg som kan anvandas for att forsoka forandra ku ...

Utarbetning av kriterier för miljömärkning av flygplatser : En studie kring fenomenet Grön flygplats utifrån RPS-modell och teorin om ekologisk modernisering

The West Sweden Chamber of Commerce and Industry and the Region of Västra Götaland have initiated a project, “Ökad Offertkraft” (Bidding Power), in order to enhance the possibilities of economic growth for the SMEs (Small and Medium sized Enterprises) in the region of West Sweden. The objective of the project is to get SMEs to collaborate with each other and with other institutions, like research centres and universities, which have cutting edge competencies. This will hopefully entail in increased ability for SMEs to improve their bidding process towards large international corporations and this will in turn lead to economic development in the region of West Sweden. We found that trust plays an important role for the development of an inter-firm collaboration network, as intended by “Bidding Power”. This thesis therefore has two purposes: theoretically, to illuminate how trust could shorten the time frame in collaboration settings and, practically, to give recommendations how trust could be engendered in such settings. The research has been conducted in the region of West Sweden during the autumn of 2003. Nine organisations operating in the technical textile industry were interviewed regarding their views on trust and collaboration in a context such as “Bidding Power”. We found the important factors for the development of trust in such a setting to be: benevolence, ability, prior experiences, control systems, openness, integrity, level of asymmetry in the relation and perceived risks and benefits.

/pdf/trust-as-a-tool-for-collaboration-in-an-inter-organisational-3ok3rna71h.pdf

TRUST AS A TOOL FOR COLLABORATION -In an inter-organisational context

I den vastsvenska kommunen erbjuds de kommunanstallda friskvardsformaner i form av ett Friskvardskort eller en Friskvardspeng. Friskvardskortet har tidigare varit gratis men ar sedan ar 2008 belagt ...

Friskvård för kommunanställda i en kommun i sydvästra Sverige

This study aims to investigate the attitudes to English homework held by teachers of primary school (Grades 4-6) in Mainland China, through an online survey. After obtaining 112 responses and analy ...

Forskningsmetodikens grunder. Att planera, genomföra och rapportera en undersökning.

Citations

Användbarhet i ett vidare perspektiv : funna samband med kundens köpprocess

Utarbetning av kriterier för miljömärkning av flygplatser : En studie kring fenomenet Grön flygplats utifrån RPS-modell och teorin om ekologisk modernisering

TRUST AS A TOOL FOR COLLABORATION -In an inter-organisational context

Friskvård för kommunanställda i en kommun i sydvästra Sverige

Homework! What, Why, How？ : Primary school English teachers’ attitudes towards and use of homework in China.

Related Papers (5)

Case Study Research: Design and Methods

Tolkning och reflektion: Vetenskapsfilosofi och kvalitativ metod

Den kvalitativa forskningsintervjun

Business Research Methods

Research Methods for Business Students