Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Trovärdighet på onlinebutiker inom mode: En kvalitativ studie av den estetiska utformningens påverkan på trovärdigheten vid ett första intryck
Södertörn University, School of Communication, Media and it.
Södertörn University, School of Communication, Media and it.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Credibility of online fashion retailers : A qualitative study on the impact of the aesthetic design on credibility at a first impression (English)
Abstract [en]

E-commerce is becoming more common in Sweden and many Swedes buy clothing and sporting goods online. Online fashion retailers offer a visually pleasing range of products, which places greater emphasis on the aesthetic design of the online retailer. This paper examines how the perceived credibility of an online fashion retailer is influenced by the aesthetic design through a first impression. This study was conducted through ten interviews where the informants observed, assessed, and then discussed the online fashion retailers that were used in this study. Results show that recognition of an aesthetic design and a perception of usability and professionalism affects the perceived credibility in a positive way. Credibility is also conveyed through a simple aesthetic design and negatively affected by poor readability and a perception of lack of information. The result also shows that the user doesn’t need to find the aesthetic design appealing to assess the online retailer as credible. We hope that our results can be used in future studies and also possibly be helpful for future design of the websites of online fashion retailers.

Abstract [sv]

E-handel blir allt vanligare i Sverige och många svenskar köper kläder och sportartiklar online. Onlinebutiker inom mode erbjuder ett visuellt tilltalande sortiment vilket gör att ökad vikt läggs vid den estetiska utformningen av onlinebutiken. Denna c-uppsats undersöker hur upplevd trovärdighet på en onlinebutik inom mode påverkas av den estetiska utformningen vid ett första intryck. Detta undersöktes genom tio intervjuer där informanterna fick observera, bedöma och sedan diskutera det urval av onlinebutiker som förekom i studien. Vi har sett att igenkänning av den estetiska utformningen och en upplevelse av användbarhet och professionalitet påverkar trovärdigheten positivt. Trovärdighet förmedlas även genom en enkel och stilren estetisk utformning. Den påverkas i sin tur negativt av uppfattningen om dålig läsbarhet samt bristande mängd delgiven information. Resultatet visar även att användaren inte behöver finna den estetiska utformningen tilltalande för att bedöma onlinebutiken som trovärdig. Vi hoppas att våra resultat kan användas i framtida studier och även möjligtvis vara till hjälp vid framtida utformning av onlinebutiker inom mode.

Place, publisher, year, edition, pages
2012. , 46 p.
Keyword [en]
Credibility, aesthetics, design, first impression, e-commerce, webdesign, fashion
Keyword [sv]
Trovärdighet, estetisk utformning, första intryck, e-handel, webbdesign, mode
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:sh:diva-18079OAI: oai:DiVA.org:sh-18079DiVA: diva2:600003
Subject / course
Media Technology
Uppsok
Technology
Supervisors
Available from: 2013-01-23 Created: 2013-01-22 Last updated: 2013-01-23Bibliographically approved

Open Access in DiVA

fulltext(7262 kB)718 downloads
File information
File name FULLTEXT01.pdfFile size 7262 kBChecksum SHA-512
61b2fd3b2444e3e02722e67a6b3915823894f901f58dd7b2b5c6b5420677af28c84a72ba87e2072a0c98a1cc608b29edbd3759b1aa51ca682238c44f970b1b85
Type fulltextMimetype application/pdf

By organisation
School of Communication, Media and it
Media and Communication Technology

Search outside of DiVA

GoogleGoogle Scholar
Total: 718 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 732 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf