SME myths: if we put up a website customers will come to us-why usability is important
Fisher, Julie, Bentley, John, Turner, Rodney and Craig, Annemieke 2005, SME myths: if we put up a website customers will come to us-why usability is important, in eIntegration in action : 18th Bled eConference, Bled, Slovenia, June 6 - 8, 2005 ; conference proceedings, University of Maribor, Bled, Slovenia.
eIntegration in action : 18th Bled eConference, Bled, Slovenia, June 6 - 8, 2005 ; conference proceedings
Vogel, Douglas R.
University of Maribor
Place of publication
Many businesses use their Websites primarily as an alternative marketing strategy. How a business’s image, via a Website, is presented to potential customers is therefore important. There are many factors that will influence the effectiveness of a Website, two critical factors are how easily users are able to navigate and how easy the site is to use. The research reported here examined these two factors on users’ responses to small and medium-sized business Websites. The research found that the quality of navigation and how easy a site is to use does have an impact, how much information is read, the importance of the graphical components, a user's emotional response to a Website, users’ frustration and the user’s intention to return to that Website. The research established the statistically significant elements that contribute to navigation and ease-of-use, and describes the design and successful application of a usability evaluation instrument.
Field of Research
080699 Information Systems not elsewhere classified