Background: Apart from a straight-forward and intuitive operability an appealing design determines the success of a website equally well. For this reason, the selection of images and navigation bars plays a determining role. The eye tracking method proved to be appropriate in order to verify the usability of websites. Objectives: The aim of the study was to improve the usability of the website of an educational institute for trainees as target group. Methods/Approach: For this purpose, the use of an eye-tracking technology was combined with a survey. The eye-tracking study was implemented task-oriented. Test persons were asked to search for particular courses within this institute. Results: This approach in combination with a subsequent questionnaire resulted in tangible indications of search patterns of the test group. Furthermore, their perception and their appraisal of the usability as well as the web design was analysed. Even though most tasks were accomplished effectively and efficiently with a positive user feedback, a potential for improvement was detected, in particular with regard to the images and the location of the search field. Conclusions: The selected choice of methods enables researchers and web designers to derive recommendations for the orientation, structure, optimisation and comprehensibility of a website.
Standard-Nutzungsbedingungen:Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. AbstractSustainability is a growing megatrend in our society entailing an increasing importance of sustainable consumption. Consumers associate sustainable products with ecological and regional production including a high credibility. In order to take advantage of this trend manufacturers of sustainable foods must communicate the sustainability of their products via packaging and displays at the point of sale. The objective of this article is to examine how the design of display elements succeeds in conveying sustainability for a new organic juice. In addition, the perception of individual design elements of sustainable products is determined. To this end, a field study was carried out in a supermarket combining eye-tracking technology with a survey of 32 customers. At the entrance, customers were asked to buy a variety of the newly introduced "Emsländer" organic juice, and then participate in the survey. The results demonstrate that customers with a positive attitude towards sustainable food fixate individual display elements referring to sustainability components for longer and remember product features better. Hence, the positive attitude towards sustainable food results in a higher visual attention at the point of sale. These findings provide recommendations for the design of the display.
BackgroundIf retailers and brand manufacturers of food succeed in presenting their products at the point of sale, quickly generating a high level of attention, the likelihood of a purchase is significantly increased. Particularly, in recent years, they have been relying on the megatrend of sustainability. The importance of sustainable food has grown accordingly. Hence, an increasing number of manufacturers are challenged to communicate the sustainability of their products via packaging and displays at the point of sale.ObjectivesThe aim of this article is: to examine to what extent the design of individual packaging and display elements of new sustainable direct juice succeeds in visually communicating sustainability aspects. At the same time the willingness to pay of customers interested in sustainability must be commercialized.Methods/ApproachThe focus is on a real shopping situation in conditions that are as regular as possible. The perception of a display must be recorded by eye-tracking technology. A preliminary survey must examine consumers' attitudes towards sustainable food in order to relate it to the perception of individual display elements. For this purpose, the eye-tracking technology was combined with a survey of 32 customers.ResultsThe results demonstrate that customers with a positive attitude towards sustainable food behave in the following way: they fix individual packaging and display elements that refer to sustainable components for a longer period of time; they remember product features better and they tend to have a slightly higher willingness to pay for the sustainable direct juice.ConclusionsThe configuration of an authentic and natural shopping situation provides the manufacturer with concrete recommendations for the design of the display. This communicates the sustainability of its product and thus generates the desired attention.
A simple and intuitive operation-the so-called usability analysis of websites-is indispensable in modern times. In particular, drop-out rates can be applied as an indicator of existing usability problems. Eye-tracking is a proven method for the evaluation of the usability of websites. The aim of the study was to improve the usability of the website of an educational institute for trainees in the region as the target group. For this purpose, the use of an eye-tracking technology was combined with a survey of 30 trainees. The eye-tracking study was task-oriented: subjects were asked to inform themselves of particular course offers, and to register for the relevant courses. This procedure and the subsequent survey provided tangible indications of the search and surfing behaviour of the target group as well as their assessment of the usability of the website. This combination of methods allows the development of recommendations for optimizing the website with regard to its orientation, structure and level of comprehensibility.
Visitors to events attach great importance to the range of artists and their performances and the quality of their stay and services. To create a staging and, consequently, an emotionalization of the visitor, many action areas simultaneously take effect at an event. In this context, the customer satisfaction of visitors plays a major role for event organizers, which aims to generate a competitive advantage over other providers and be attractive for artists simultaneously. This article aims to analyse the perceived functional quality of service (QoS) during various events in a multi-purpose event venue. The analysis was based on 563 primary data samples. On the off chance, selected visitors were during the events recruited and interviewed using a standardized questionnaire. The data were collected during the break of five events. These events took place in the period from mid-November to mid-December 2019. This was supplemented by an online survey of enthusiastic fan club visitors who regularly watch handball matches within the event venue. The online survey was conducted in parallel with the surveys during November 2019. Overall, the results showed a high level of satisfaction among visitors regarding the QoS. In addition to services, exploratory factor analysis identified cleanliness as a satisfaction factor that significantly accounted for overall service satisfaction. Differences in the perception of both factors could be detected between the fan club visitors on the one hand and all other visitors of various events (comedy, music, sports) on the other. Based upon the results of this analysis, the event managers of this venue are enabled to employ target group-oriented improvements of individual services to consolidate and increase customer satisfaction. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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