Determine customer aesthetics preferences towards web design of online shopping websites

Jamil Efindi, Nursuri Amira (2020) Determine customer aesthetics preferences towards web design of online shopping websites. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The online shopping websites become the trend of peoples in buying their needs. The main purpose of this study is to determine customer aesthetic preferences towards web design. The survey conducted in this study is to looking for the customer's preferences towards aesthetic on the online shopping websites. This study examined on 5 mainly online shopping websites in Malaysia, which were Shopee, Lazada, Mudah.my, Presto.Mall and Zalora. This survey is conducted to collect the data through the developed questionnaires that were the distributed to 150 respondents of FPTT UTeM. Whiles, the observation focused on websites will be assessed based on 15 respondents involved in gaze tracking event in which the respondents will be asked to watch a video of compile of online shopping websites. The statisticall approach was utilized to examined the results data for reliability, validity and correlation between the customer identify (demography) versus aesthetics preferences articulated through emotional expression of Kansei Engineering and customer Eysenck.. This study found that the most customer priorities in online shopping websites is the information given in each website (77%) and followed with the design of each website (71 %). Whiles, the most favourable Kansei words were informative (99), promotion deals (129), uniqueness (106) and quality (124) that found in the website. Also, based on the Gaze Tracking Recorder, the study has found the most favorable online platform where the tracking found the highest rating of gaze point were 7, 8 and 10. Some of the websites platform are null in the lower. It also found that the highest result for Eysenck Personality Traits is Extraversion people, especially on durability of Kansei words while the respondents answer Yes. In addition, in this study found the customer characteristics that have significant correlation to Eysenck were Secured, Description, Website Name, and Easy conducted. This study is, however, having the limitness to tools related the precision of eye tracker and samples since this study is only implemented in FPTT.

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