Πλοήγηση ανά Συγγραφέα "Kardoula, Vasiliki"

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Α Β Γ Δ Ε Ζ Η Θ Ι Κ Λ Μ Ν Ξ Ο Π Ρ Σ Τ Υ Φ Χ Ψ Ω

Τώρα δείχνει 1 - 1 από 1

The impact and relative importance of website usability, aesthetics and security attributes on Greek customers' satisfaction, trust and loyalty
(2022-03-08) Kardoula, Vasiliki; Καρδούλα, Βασιλική; Athens University of Economics and Business, Department of Marketing and Communication; Drosos, Dimitrios; Painesis, Grigorios
This research aims to examine the impact and relative importance of website usability, aesthetics and security attributes on user’s satisfaction, trust and loyalty, in the Greek context. The philosophy that was followed in the current thesis is positivism and the study followed a deductive approach. For the purpose of this study, primary quantitative data were collected through an online survey. This was achieved by asking the most relevant respondents their opinion upon the experience of their last online purchase. As far as the survey is concerned, a questionnaire was designed and distributed to Internet users in Greece, on Facebook and LinkedIn platform, during the period of early to late November 2021. All the items used to measure the constructs of the research model were taken or adapted from the relevant literature. Non-probability sampling was used and specifically, convenience and snowball sampling. The online survey resulted in 302 usable responses. The methods of data analysis that were used to test the research hypotheses include correlation analysis, one-way anova and regression analysis. The paper is organized as follows: It begins with an overview of the relevant literature and the presentation of the conceptual model. Next is the description of the methodology employed, followed by the data analysis and results. Finally, the study ends with a conclusion and a discussion of limitations, theoretical and practical implications and recommendations for future research.