November 2021
Intermediate to advanced
188 pages
7h 50m
English
Content preview from Contemporary Issues in Digital Marketing
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6
User experience of an e-commerce website
A case study
Introduction
User Experience (UX) consists of the user’s perceptions and responses when interacting with a system, such as a website. UX research addresses Human–Computer Interaction (HCI) as a whole, including the user’s feelings and thoughts about their experiences, whereas the preceding task-related ‘usability paradigm’ addressed the user’s ability to use an interface, including the efficiency and effectiveness aspects of the interaction (Hassenzahl and Tractinsky, 2006). A positive UX is an essential component of a satisfactory online customer journey on e-commerce websites. Both UX development and customer journey ...