Modelling of Commercial Websites. A New Perspective on Usability And Customer Relationship.
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From an economic point of view, a critical aspect of online services is their ability to retain customers. The aim of presented study was the use of a layered model VIPR (Visual – Interaction – Process – Relation) for commercial online services. To assess credibility of services’ suppliers there were examined 207 experienced users of commercial online ser-vices. The survey was based on Web Services Credibility Scale, which measures eight factors: Visual clarity, Ease of use, Interactivity, User guidance, Recommendations, Customer care, Information content and Personalization. According to the VIPR model, such factors as: Visual clarity, Ease of use, Interactivity and Information content formed one single group (layer). Each additional factor formed a separate item. Visual clarity and Ease of use (basic requirements, individual area) were of least importance for customers to strengthen their confidence. In contrary, highest rated were Personalization and Recommendations (added value, social area). Especially, Recommendations represent a new user needs that have emerged with the development of competition in e-commerce. The VIPR model has been positively verified. Indication of two dimensions: core/added values and individual/social area gives a new perspective on human-computer interaction.
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