The impact of website design factors on the online purchasing behaviour

: the case of DION Iberica

Abstract

Website design is crucial for the strategy of firms, which offer an online platform as one of their distribution channels on their websites. As a result the effective design of the website and its different factors may increase sales and thus the firms overall performance. In relation to this fact, the following study was created to analyse the effect of different website factors and their influence on the purchasing behaviour of visitors on the DION website. Two focus groups with two different samples, one international and one on the Portuguese market, were conducted in order to find relevant website factors that match the existing outcome of the literature with the outcome of the perceived importance of study participants. With an online survey those factors were tested on the impact of the purchasing behaviour on the DION website. The result of the survey was, that especially the website design and the website payment system have statistical significant impact on the purchasing behaviour on DION as a product online. Furthermore a benchmark analysis with different competitors in the international market was established with the support of different literature results. This benchmark analysis showed that website design factors can differentiate competitors from each other by adding features that are valued by the customers. Especially security features, specific information on the product and how it helps to prevent hangover can help customers to decide for the product.

Date of Award	18 Jul 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)