Customer preference towards web design of online business

Mohd Shaidin, Nur Shazrina (2020) Customer preference towards web design of online business. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

For a company that uses online platform as an initiative to better approach users and further develop their business, an ideal website design is very important. As for the eservice sector, Web site design and attributes are very important in order to provide the best service and satisfy the customers. As well as providing a satisfying experience for users in using the Web sites, first impression is crucial where attractive and easy-to-use design of Web sites can attract more users. This study examined on 3 popular food delivery e-services in Melaka area which are Delivery Squad, Food Panda, and RunningMan. The main objective of this study is to identify the correlation between customer preference and aesthetic of web design. In order to obtain objective results, a study of 3 food delivery eservice websites was conducted on 150 respondents using Kansei Engineering method and 15 respondents involved in the Eye Tracking survey. The results of this study were then being manipulated using SPSS-15 and the suggestions for further study were being discussed. Next, the results of the study found that the information provided was the choice of the majority of respondents as it helps them to understand the ordering process better which proves that the aesthetic of website design has nothing to do with the use of food delivery e-service to respondents because they are more concerned with information than the design of a website. After collecting the data in Eye Tracking survey, the highest gazed area of the website found out in this study is at the middle of the website page where the pictures and information located at.

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