The Impact of Website Design and Website Quality

Muhammad Saad
20U00424
The surge in internet usage and online shopping platforms has created a critical
need to assess website quality. Understanding the factors that influence website
quality and their impact on customer purchasing behavior is essential for website
designers, hosts, and e-commerce businesses. This research aims to analyze the
relationship between website design and quality on customer online purchase
intent.
H1 A well-designed website will lead to customers having a more positive
intention to buy something online.
H2 The quality of the service provided by a website will influence how likely
customers are to buy something online.
H3 When customers perceive that a website offers good customer service, they
will be more likely to buy something online.
DATA COLLECTION METHODS
 Qualitative Research:
Qualitative research involves collecting descriptive data through a comprehensive review of existing
literature on the topic. The information and analysis obtained from this review will be subjective in
nature.
 Quantitative Research:
Quantitative research methods will be used to assess quantifiable data and test hypotheses.
Questionnaire surveys will be the primary tool for collecting quantitative data. Surveys offer several
advantages, including the ability to gather data from a large sample size, facilitate processing of large
amounts of data, and provide a structured framework for data collection
 The analysis yielded a high response rate of 90% (200 out of 220 responses). The data showed no
missing values or irregularities. A 5-point Likert scale was used (1 being the most positive, 5 being the least
positive), further indicating complete and usable data.
 The study included participants of mostly males (54%) and females (46%). Table 1 provides a more
detailed breakdown of the gender distribution.
 The age range of the participants is also presented. The most common age group was 23 years old
(23.5%), followed by 22 years old (19.5%).

 To evaluate normality, P-P plots were generated for each variable using SPSS software. The P-P plot for
website service quality displayed a near-straight line, signifying a normal distribution.
The regression formula developed from the study's findings is as follows: the predicted purchase intention equals a
base value of 0.42, plus an increment of 0.28 times the measure of design quality, plus 0.32 times the measure of
service quality, plus 0.24 times the measure of customer service quality, plus a random error term.
This analysis confirms that design quality is a significant predictor of online purchase intention, as are the service
quality and customer service quality of a website. Each contributes uniquely to the likelihood of a customer’s intent
to purchase.
 The study found a clear connection between website quality and a customer's desire to buy (purchase intention).
Here's a closer look at the results:
 Website Design Quality: A positive correlation coefficient of .28 (p-value = 0.001) indicates that a well-designed
website is linked to a higher likelihood of customers making a purchase.
 Website Service Quality: An even stronger positive correlation coefficient of .32 (p-value = 0.001) suggests that
websites offering helpful features and functionalities significantly influence purchase intent.
 Website Customer Service: A positive correlation coefficient of .24 (p-value = 0.001) shows that responsive and
helpful customer service also plays a role in encouraging customers to buy.

 The current study employed a relatively small sample size. Future research
could utilize a larger sample to obtain more comprehensive data.
 Future research could benefit from a longer timeframe to gather more data,
enhancing the study's reliability and generalizability.
 this study did not explore the impact of factors like user internet experience
and expertise on website quality evaluation.
 For instance, future studies could examine how user perceptions of website
value and online promotional elements change over time.
 Additionally, the influence of time on user judgments regarding key online
performance metrics could be investigated.

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Muhammad Saad

detailed breakdown of the gender distribution.

(23.5%), followed by 22 years old (19.5%).

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