Odnos med vizualno podobo spletne trgovine in dojemanjem njene uporabnosti

Vičič, Ana (author), Guna, Jože (mentor)

Namen magistrskega dela je bil raziskati, v kolikšni meri vizualna podoba spletne trgovine vpliva na dojemanje njene uporabnosti. Za namene raziskave smo izdelali štiri prototipe spletne trgovine, ki so se razlikovali po uporabnosti in vizualni podobi (slaba vizualna podoba in dobra uporabnost, slaba vizualna podoba in slaba uporabnost, dobra vizualna podoba in dobra uporabnost, dobra vizualna podoba in slaba uporabnost), te pa smo vrednotili z dvema vprašalnikoma in intervjujem. V raziskavi je sodelovalo 16 udeležencev, ki so prototipe najprej preizkusili, nato pa izpolnili validirana vprašalnika SUS in meCUE ter odgovorili na dodatna odprta vprašanja. Uporabniki so prototipe z dobro vizualno podobo ocenili kot bolj uporabne od tistih s slabo podobo, čeprav se po funkcionalnostih niso razlikovali. Prototip, ki je združeval dobro vizualno podobo in dobro uporabnost, je tako pri vprašalnikih kot pri intervjuju prejel veliko boljše ocene kot prototip, ki je združeval slabo vizualno podobo in dobro uporabnost. Pri prototipih s slabo uporabnostjo je bila razlika manjša, vendar je prototip z dobro vizualno podobo in slabo uporabnostjo še vedno prejel boljše ocene kot prototip s slabo vizualno podobo in slabo uporabnostjo. Rezultati kažejo na to, da vizualna podoba pomembno vpliva na dojemanje uporabnosti in ponuja vpogled v povezavo med estetiko in funkcionalnostjo.

• Language: Slovenian
• Keywords: uporabnost, vizualna podoba, uporabniška izkušnja, spletna trgovina
• Work type: Master's thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2025
• PID: 20.500.12556/RUL-169356
• Publication date in RUL: 24.05.2025

Secondary language

• Language: English
• Title: Relationship between visual appearance of online store and perception of its usability

Abstract

The purpose of the master’s thesis was to explore the extent to which the visual appearance of an online store influences the perception of its usability. For the research, we created four prototypes of an online store that differed in usability and visual appearance (poor visual appearance and good usability, poor visual appearance and poor usability, good visual appearance and good usability, good visual appearance and poor usability). These prototypes were evaluated using two questionnaires and an interview. The study involved 16 participants who first tested the prototypes and then completed the validated SUS and meCUE questionnaires and answered specific open-ended questions. Users rated prototypes with a good visual appearance as more usable than those with a poor appearance, even though they did not differ in functionality. The prototype that combined good visual appearance and good usability received significantly better ratings in both the questionnaires and the interview compared to the prototype that combined poor visual appearance and good usability. Among the prototypes with poor usability, the difference was smaller, but the prototype with good visual appearance and poor usability still received better ratings than the prototype with poor visual appearance and poor usability. The results indicate that visual appearance significantly influences the perception of usability and provide insight into the relationship between aesthetics and functionality.

• Keywords: usability, visual design, user experience, online store