The influence of user experience on e-commerce satisfaction​

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bachelor_Nguyen_Phuong_2025.pdf (1.05 MB)

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School of Business | Bachelor's thesis
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Date

2025

Department

Mikkelin kampus

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Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

50+5

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Abstract

This bachelor thesis explores the relationship between user experiences and customer satisfaction in B2C e-commerce through three elements, navigation, aesthetics, and information quality. With the growing importance of UX in the digital marketplace, the study aims to identify which elements most significantly influence satisfaction, both individually and collectively. This research verifies the relationships using correlations analyses, simple linear regression, and multiple regression using insights from comprehensive literature review and empirical data collected through an online survey. The results indicate that navigation and aesthetics both have significant positive effect on customer satisfaction both individually and combined in an integrated model. On the other hand, information quality significantly affects customer satisfaction individually but has minimal influence when combining with navigation and aesthetics, highlighting substantial overlap among these UX elements. The findings highlight the necessity of approaching UX design as a whole rather than treating individual elements in isolation. It contributes to the existing literature by clarifying the relative impact and connected nature of key UX elements and provides practical recommendations for businesses to optimize e-commerce platforms for better customer satisfaction.

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Thesis advisor

Mirońska, Dominika

Keywords

e-commerce, user experience, aesthetics quality, information quality, customer satisfaction, navigation

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https://urn.fi/URN:NBN:fi:aalto-202505113540

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[kand] Kauppakorkeakoulu / BIZ (Open Access)