Transformations in
Business & Economics
- © Vilnius University, 2002-2019
- © Brno University of Technology, 2002-2019
- © University of Latvia, 2002-2019
Article
EXPLORING USER EXPERIENCE IN WEBSITE EVALUATION
Antanas Usas, Edmundas Jasinskas, Anna V. Kalinina, Alla V. Molchanovа
ABSTRACT. The aim of this research is to develop and test
the features between 2 website user groups with a different experience on the
regular website. To reach the aim, there were selected 30 research participants
divided into groups of age, country, main activity and education level.
They were divided into two groups: the first one - the ones who never browse websites, the second - the ones who have experience in website testing. The findings highlight that the participants of the second group spend 2,3 times more time on the websites then the first group. The study shows that the group with limited experience in website testing has evaluated the website superficially, with navigation and content being stronger categories in the overall evaluation. Users with more experience have evaluated the website in a more profoundly: they visit more webpages and check more content. The novelty of the study lies in the application of the Eye Tracker to the analyses of the regular website quality
KEYWORDS: User experience, website evaluation, exploring intensions, user inclusion.
JEL classification: L15, L81, L86.