Gränssnittets påverkan på köpintentionen vid betalsidan för e-handel av kläder

Sammanfattning: The continuously development of online shopping has increased the requirements for the ease of use of web pages. The purpose of this study was to investigate if different layouts and components on the payment site of e-commerce sites could affect customers' purchase intentions. Previous research identifies reasons to online shopping cart abandonment and one main factor was that customers abandon the website at the checkout stage. Interface on web pages can be divided into human and computer factors where the human factors are those who contribute with satisfaction for the user and computer factors aims to the elements that provides functionality. To narrow down the problem the focus of interface in this study references to the computer factors. Ignoring all the human factors such as color, graphics and animations that make web pages fun and appealing and focus on the functionality of the checkout process. To solve this issue this study was divided into a qualitative interview which then was validated towards the quantitative result from a A/B-test . The test compared five different layouts with different components to specify which ones the potential customers had a either good or bad impact of. By evaluating the checkout pages of the biggest e-commerce fashion retailers on the swedish net market and designing four different checkout pages with different components and a fifth was made intentionally disturbing to create different reactions from the test subjects. The result that followed showed that the computer factors of the checkout process of an e-commerce site have both positive and negative effects on the purchase intentions of the user. The negative effects had a bigger influence of the feelings towards the site than the positive ones. The two most recurring components that the respondents did not like were the ones that had upselling ads and login requirement.  It was harder to find common components that were positive because the test users had much more varied opinions on that point.