Die Sicht des Kunden: Unterschiede in der Website-Bewertung

Abstract

By the Lean User Experience approach the emphasis of User Testing has shifted from a strongly methodological to a more pragmatic approach including less effort regarding the selection and screening of test participants. However, the results of the current study indicate that the characteristics of website visitors, namely if they are registered or non-registered customers, have a strong impact on the given evaluations in established user experience metrics.

N=481 participants completed an international online survey after interacting with websites of two online fashion stores under two different conditions. Half of the participants freely explored the websites, whereas the other half fulfilled specific tasks on them.

Registered customers rated the content quality and the aesthetical appeal of a website significantly higher than non-registered ones. Besides, strong differences were found for the intention to revisit and recommendation the website.