Customising E-Commerce Web-Atmospherics for Genders
Author
Sagur, Mart
Term
4. term
Publication year
2017
Submitted on
2017-09-06
Pages
98
Abstract
Denne afhandling undersøger, hvordan e-handlens web-atmosfære kan tilpasses køn ved hjælp af stimulus–organisme–respons (SOR)-paradigmet for at påvirke indre tilstande og forbedre shopping-udfald. Gennem et omfattende litteraturstudie kortlægges lavt opgave-relevante cues (farver, linjer, former og typografi) og dokumenterede kønsforskelle i onlineadfærd, webstedspræferencer og informationsbearbejdning. På den baggrund blev der udarbejdet krav, designet og implementeret en proof-of-concept online tøjbutik med standard- og kønstilpassede varianter. Butikken blev testet i en surveybaseret undersøgelse (n = 164), der målte affektive tilstande (behag, arousal), kognitive tilstande (perceptuel fluency) samt respons (tilfredshed og købsintention), og resultaterne blev analyseret med t-tests. Testen fandt ingen signifikante forskelle mellem standard og tilpasset design i deltagernes indre tilstande eller shopping-udfald og heller ingen signifikante forskelle mellem køn. Samtidig viser den sekundære forskning, at web-atmosfæriske elementer kan påvirke forbrugeres indre tilstande og resultater og potentielt påvirke køn forskelligt. Undersøgelsen konkluderer derfor, at mens den empiriske test ikke påviste effekter i dette setup, kan web-atmosfære principielt forme adfærd, hvilket peger på behov for yderligere undersøgelser af styrken af manipulationer, kontekst og målgrupper.
This thesis examines how e-commerce web atmospherics can be customized by gender using the stimulus–organism–response (SOR) paradigm to influence internal states and improve shopping outcomes. A comprehensive literature review mapped low task-relevant cues (colors, lines, shapes, and typography) and documented gender differences in online behavior, website preferences, and information processing. Based on these insights, requirements were specified and a proof-of-concept online clothing store with default and gender-customized variants was designed and implemented. The store was evaluated in a survey-based study (n = 164) measuring affective states (pleasure, arousal), cognitive state (perceptual fluency), and responses (satisfaction and purchase intention), with results analyzed using t-tests. The test found no significant differences between the default and customized designs on participants’ internal states or shopping outcomes, and no significant differences between genders. At the same time, the secondary research indicates that web-atmospheric elements can shape consumers’ internal states and outcomes and may affect genders differently. The study therefore concludes that while this empirical setup did not detect effects, web atmospherics can in principle influence behavior, underscoring the need for further research into manipulation strength, context, and target groups.
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