The role of brand loyalty and social media in e-commerce interfaces: survey results and implications for user interfaces

Rigas, Dimitrios and Hussain, Hammad (2015) The role of brand loyalty and social media in e-commerce interfaces: survey results and implications for user interfaces. In: HCI in Business. HCIB 2015. Lecture Notes in Computer Science (9191). Springer, Cham, Switzerland, pp. 347-357. ISBN 9783319208947

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Abstract

This paper explores the role of brand loyalty and social media in e-commerce interfaces. A survey consisting of 118 respondents was contacted to address the questions relating to online shopping and brand loyalty. Link between the frequency of access and time spent on an e-commerce user interface, and brand loyalty, gender and age profile differences, and the role of social media to branding and on-line shopping was analyzed. It was found that online loyalty differs from offline loyalty and loyalty also differed across genders, showing men were more loyal than women when shopping online. Information shared about products on social media by friends and family played an important role in purchase decision making. Website interface and ease of navigation were also key aspects for online shopping. The research concluded with recommendations to create multimodal websites which are more interactive and targeted so customer experience is enhanced and loyalty is achieved through the use of interactivity and social media.

Item Type: Book Section
Additional Information: © Springer Verlag 2015. The final publication is available at Springer via https://doi.org/10.1007/978-3-319-20895-4_32
Uncontrolled Keywords: On-line Consumer Behavior, Brand Loyalty, e-commence Interfaces, Social Media Interfaces, User Interface Guidelines
Subjects: Business and finance
Depositing User: Dimitrios Rigas
Date Deposited: 15 Jun 2016 00:51
Last Modified: 16 May 2017 14:49
URI: http://repository.uwl.ac.uk/id/eprint/2596

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