ABSTRACT
The study focused on Website Design and Customer Patronage of Electronic Vendors in Nigeria. The quality of website design is very important for any online store to attract customers. The world is gradually becoming a global village as a result of the invention of the internet. The developed nations of the world has made use of the internet and its related tools and this has transformed the way they live and in turn their marketing practices from the traditional practices to a digitalized practice. In the beginning of online shopping breakthrough in Nigeria, many firms registered their presence within the Nigerian Online market but to their greatest dismay, they were forced out of the market as a result the complexity of their website usability and poor visual and navigation design. Few research works have been done on measuring the relationship between website design and customer patronage in Lagos, Nigeria. There is paucity of explanatory models and theory building studies on website design and customer patronage. There is, therefore, scanty empirical works that had studied long term or non-financial measures of customer patronage and their relationship to website design in Nigeria. Various related literatures were reviewed which comprises of conceptual framework, theoretical review, empirical review and gap in literature was identified as paucity in empirical literature on the subject matter. For the purpose this study, cross sectional survey research design was adopted and the study involved the use of structured questionnaire designed on a 5-point Likert scale to measure the responses of the respondents on the influence of website design on customer patronage; while Multiple regression model will be employed to analyze the data generated for objectives 1-7, simple regression will be used for objective 8. Study population for the E-Vendors will comprise the staff strength of the top four (4) Electronic Vendors in Lagos, Nigeria which is 3948 Personnel record of various e-Vendor, 2017 and Yamene formula/the proportionate stratified random sampling techniques was used in ascertaining the sampling size for the study. The proportional allocation formula by Zaur Kumar was used to arrive at a sample size of 400 for e-vendors staff. 400 customers of the e-vendors were also conveniently sampled. It was found that all the components of Website design sampled showed strong relationships with customer patronage of e-vendors expect search engine optimization on loyalty. Hence, the study concludes that website design significantly influence customer patronage of e-vendors in Lagos, Nigeria. The study recommended that electronic vendors should on regular basis re-strategize and modifies their website designs to strategically position them to gain favorable customer patronage in fierce competitive environment. The major limitation of the study is on the small sample size (800) that was adopted for the study and future studies are advised to use a larger sample size which might add additional insights into the dimensions that are important to the customer patronage in the internet marketing.
TABLE OF CONTENTS
Title Page i
Declaration ii
Certification iii
Dedication iv
Acknowledgements v
List of Tables xiii
List of Figures xv
Abstract xvi
CHAPTER 1
INTRODUCTION
1.1 Background of the study 1
1.2 Statement of the problem 4
1.3 Objective of the study 7
1.4 Research questions 7
1.5 Research hypotheses 8
1.6 Significance of the study 8
1.7 Scope of the study 10
1.8 Operational definition of terms 10
CHAPTER 2
REVIEW OF RELATED LITERATURE
2.1 Overview of website design and customer patronage 13
2.1.1 Conceptual framework 14
2.1.1.1 Understanding website design and e-commerce 15
2.1.1.2 Objectives of website design 18
2.1.1.3 Key variables for website design 19
2.1.1.4 The web and integrated marketing communication 21
2.1.1.4.1 Overview of website quality 21
2.1.1.4.2 Overview of website layout 27
2.1.1.5 Webmosphere 47
2.1.1.6 Website design and its information design 33
2.1.2 Simplicity 35
2.1.3 Overview of visual design 36
2.1.4 Navigation design of e-vendors 37
2.1.4.1 Types of web navigation 37
2.1.4.2 Styles of web navigation 38
2.1.4.3 Design of web navigation 39
2.1.4.4 Future of web navigation and adaptive website navigation 40
2.1.5 Website usability and ease of use 40
2.1.6 Search engine optimization 42
2.1.7 Multimedia design 43
2.1.8 Need for privacy data 44
2.1.8.1 E-marketing security 49
2.1.8.2 Major types of E-commerce threat 51
2.1.8.3 Technologies used for E-commerce security 52
2.1.9 Principles for website design 53
2.1.9.1 Balance 54
2.1.9.2 Harmony and unity 54
2.1.9.3 Simplicity 54
2.1.9.4 Consistency 55
2.1.9.5 Clarity 55
2.1.9.6 Website attractiveness 56
2.2 Overview of electronic customer patronage 58
2.2.2 Perception of trust 58
2.2.3 Electronic commitment 60
2.2.4 Loyalty 60
2.2.5 Usage rate in e-commerce 63
2.3 Theoretical framework 64
2.3.1 The commitment-trust theory of relationship marketing 64
2.3.2 Graphic design theory (GDT) 65
2.3.3 Gestalt theory of website design 66
2.3.4 The uses gratification theory (UGT) 68
2.3.5 Expectation-confirmation theory (ECT) 70
2.3.6 Social exchange theory (SET) 71
2.3.7 Theory of reasoned action (TRA) 71
2.3.8 Theory of planned behaviour (TPB) 72
2.3.9 Technology acceptance model (TAM) 73
2.4 Empirical review 76
2.5 Gap in literature 83
2.6 Summary of related literature 84
2.7 Operationalization of the conceptual framework of website design and
customer patronage 86
CHAPTER 3
RESEARCH METHODOLOGY
3.1 Research design 87
3.2 Study area 87
3.3 Population of the study 88
3.4 Sample size and sample plan 88
3.4.1 Sample size determination 89
3.5 Research instrument 91
3.6 Validity and reliability of the research instrument 91
3.7 Administration of instrument 94
3.8 Scoring of instrument ` 94
3.9 Sources of data 94
3.10 Model specification 95
3.11 Method of data analysis 96
3.12 Testing of hypotheses 97
CHAPTER 4
PRESENTATION AND ANALYSIS OF DATA
4.1 Collation of data 98
4.2 Demographic profile of e-vendors 99
4.2.1 Analysis of responses from vendors 101
4.2.1 Analysis of responses from customers 106
4.2.1 Analyses of questionnaires (Combined) 111
4.3.1 Descriptive analyses of responses obtained from e-vendors 116
4.3.2 Regression analyses of the variables 121
4.3.2.1 Analysis of objective 1 121
4.3.2.2 Analysis of objective 2 123
4.3.2.3 Analysis of objective 3 125
4.3.2.4 Analysis of objective 4 127
4.3.2.5 Analysis of objective 5 128
4.3.2.6 Analysis of objective 6 129
4.3.2.7 Analysis of objective 7 130
4.3.2.8 Analysis of objective 8 131
4.4 Response rate (From the Customers of the E-vendors) 132
4.4.1 Demographic profile of the respondents 133
4.4.2 Analysis and results 135
4.4.4 Analyses of responses from customers 136
4.4.5.1 Descriptive analyses of customers responses 136
4.4.5.2 Regression analysis of the variables 139
4.4.5.3 Analysis of objective 1 140
4.4.5.4 Analysis of objective 2 141
4.4.5.4 Analysis of objective 3 143
4.4.5.5 Analysis of objective 4 144
4.4.5.5 Analysis of objective 5 145
4.4.5.6 Analysis of objective 6 146
4.4.5.7 Analysis of objective 7 147
4.4.5.7 Analysis of objective 8 148
4.5 Analyses of opinion from all respondents 150
4.5.1 Descriptive analyses of combined responses 150
4.5.2 Test of hypotheses 153
4.5.2.1 Hypothesis 1 154
4.5.2.2 Hypothesis 2 155
4.5.2.3 Hypothesis 3 157
4.5.2.4 Hypothesis 4 158
4.5.2.5 Hypothesis 5 160
4.5.2.6 Hypothesis 6 161
4.5.2.7 Hypothesis 7 162
4.5.2.8 Hypothesis 8 163
4.6 Discussion of results 165
4.6.1 Responses from e-vendors 166
4.6.2 Responses from e-customers 167
4.6.3 Analyses of combined responses 170
CHAPTER 5
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary of findings 173
5.2 Conclusion 174
5.3 Recommendations 176
5.4 Contribution to knowledge (Heuristic Model) 178
5.3.1 Limitations/Suggestion for further studies 179
REFERENCES 180
Appendices
1. Questionnaires to the customers e-vendor 194
2. E-view data analysis output 196
4. List of e-vendors that existed in Nigeria at the introductory
stage of e-commerce in the country. 207
5. Historical review 214
Overview of Nigeria online stores 224
Prospects of online shopping in Nigeria 227
Brief History of the four leading e-vendors in Nigeria 229
6. Sample of the various e-vendors webpages 234
OF TABLES
Page No.
3.1: Population distribution for the staff and customers of the four
selected electronic vendors in Nigeria 88
3.2: Test of reliability (e-vendors) 92
3.3: Test of reliability (e-vendors) 93
4.1 Distribution and retrieval of copies of questionnaire (e-vendors) 98
4.2 Demographic profile of the respondents (e-vendors) 99
4.3 Percentage analysis of responses from e-vendors 101
4.4 Percentage analysis of responses from e-vendors 101
4.5 Analysis of questionnaires (Combined) 111
4.6 Descriptive analyses of responses obtained from vendors 116
4.7 Effects of information design and navigation Design on e-commitment of e-vendors 123
4.8 Effects of information design, search engine optimization
and security on loyalty of customers 125
4.9 Influence of navigation designs and security on
trust of e-vendors 126
4.10 Influence of website attractiveness on usage rate of the
webpages 131
4.11 Distribution and retrieval of questionnaire (customers) 132
4.12 Demographic profile of the respondents (customers) 133
4.13 Descriptive analyses of responses obtained from customers 136
4.14 Effects of information and navigation Design on
e-commitment of e-vendors 140
4.15 Effects of information design, search engine optimization
and security on loyalty of virtual customers 142
4.16 Influence of navigation designs and security on
trust of e-vendors 143
4.17 Influence of website attractiveness on usage rate of the Webpages 148
4.18 Descriptive analyses of all responses obtained 150
4.19 Effects of information design and navigation design on e-commitment of e-vendors (Test of Hypotheses) 154
4.20 Effects of information design, search engine optimization
and security on loyalty of virtual customers 156
4.21 Influence of navigation designs and security on
Trust of e-vendors 158
4.22 Influence of website attractiveness on usage rate
LIST OF FIGURES
Page No.
Fig. 2.1 Conceptual framework for website design and customer 14
patronage
Fig. 2.2 Website layout pyramid model 30
Fig. 2.3 Operationalization of conceptual framework of website
and customer patronage 86
Fig. 5.1 Contribution to knowledge (Heuristic model) 178
CHAPTER 1
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
In Recent time, firms have made efforts to apply Internet technologies to improve the design of their websites to ensure quality in customers’ interaction experience (Al-Qeisi, Dennis, Alamanos, & Jayawardhena, 2014). In online shopping environments, a website interface serves as the "online storefront" for customers to interact with the online retailer, and to experience and evaluate the quality of service manifested by the website design (Zhang &von Dran, 2012). Previous studies have found that the website design interface plays an important role in online purchasing during customers’ initial experiences with an online retailer, as the website design elements and the interaction experience influence customers' initial beliefs and subsequent behavioral intentions (Wells, Valacich, & Hess, 2011; Al-Qeistet, 2014) and customers are more likely to visit and buy from better-designed websites (Mithas, Ramasubbu, Krishnan, & Fornell, 2007).
Internet plays an important role in the communication between people and is also an important corporate tool. Its importance is so significant that web design is considered a strategic issue. The importance of various dimensions of website design is frequently forgotten, as long as approaches based in communication, usability and technique are considered more pragmatic.
In the history of management science, no topic has been the object of more academic research over such a short time than the Internet (Stafford, Stafford & Schkade, 2014). This technology or interface has provided a new interface linking businesses as well as individuals, and spanning many fields, from information systems to marketing, worldwide.
With the proliferation of websites (one hundred fold growth in ten years), academic and empirical research has sought to evaluate the features of e-commerce websites most likely to maximize Internet technology adoption, to attract Internet users, turn them into cyber buyers, encourage customer loyalty, improve service and ultimately increase profits (Stokes, 2011). However, there has been great diversity in the research, with different skills involved (information technology, marketing, communication, etc.), as well as a wide range of websites being analyzed. The emergence of the Internet as an electronic marketplace is profoundly impacting marketing. The convenience of online shopping has given online service providers the ability to manage consumers’ orders through the Internet, which has made transaction processes much easier and more efficient (Hsuan-Yu & Hung, 2011).
The quality of website design is very important for any online store to attract customers. Cho and Park (2011) have found in their study that customer satisfaction in e-commerce is related to the quality of website design. According to Ranganathan and Grandon (2012), website design represents the way in which the content is arranged in the website. Wolfinbarger and Gilly (2013) argued that when customers interact with an online store they prefer to do so via a technical interface and not through any employee. Therefore the design of the website, which acts as the interface, would play an important role in influencing customer satisfaction. Lee and Lin (2015) had empirically found that website design positively influences overall customer satisfaction and perceived service quality. Besides, Ranganathan and Ganapathy (2012) have empirically established that website design positively affects purchase intention. However, there has been little consensus among the scholars on the factors that constitute website design.
Online shopping has experienced a rapid growth during the recent years due to its unique advantages for both consumers and retailers, such as shopping at round the clock facilities, decreasing dependence to store visits, saving travel costs, increasing market area, decreasing overhead expenses and access to multiple options (Gabriel, Ogbuigwe & Ahiauzu, 2016). The Internet has made online shopping not only a possibility but also a huge success contributing to economies around the globe. A survey carried out in 2009 on world internet usage and population statistics reveals that 26.6% of the total world populations are internet users, showing a growth rate of 399.3% in the last decade. It was also observed that, the few online vendors that exist do not have a “structured way of presenting information (product categories) to users and besides, they offered little assistance in helping customers find appropriate products” (Mayer, 2015). This makes it difficult for customers to use their websites for online shopping purposes and this could be the reason why most Nigerian companies with online presence had minimal commercial activities taking place (Ayo, 2016). Till date however, only a fraction of the Nigerian populace engage in online shopping since most people would rather engage in face-to-face transactions than go through the rigors associated with online shopping.
Anders (2009), opined that there are three things to remember about website design: content is king, content is king, content is king. But in order to ensure its primacy, we must present the content in a way that is attractive, orderly, and, if possible, original. It is obvious that customers are important stakeholders in organizations and any success of a service provider depends on the high quality of service provided and the satisfaction of customers which affects customer patronage (Ogwo & Igwe, 2012; Garga & Bambale, 2016). Your website is a key internet marketing tool where you can promote your business and sell your products and services. When you do all your work with other forms of online promotion and drive traffic back to your website you want to convert this traffic. If this is not a sale then at a minimum you need to capture their details so that you can continue to market to them. So the design of your website is very important (NTDA, 2012).
In recent time in Nigeria, online shopping has become a fad as Nigerians not only buy and sell just goods but services (Ibrahim, 2017). But as with most sophisticated businesses that rely on hi-tech, some patrons have hard awful experiences. To say that there has been a bourgeoning trade in online transaction and shopping by Nigeria is not in doubt and this is simply because the entrant of different online portals has rendered businesses a lot easier as top Nigeria online merchants showcase their wares using virtual technology. Before the big bang, the selected Nigerians who wished to shop online, websites like Amazon and eBay used to be in the virtual place to shop. Although few people were still able to shop online at United State of America (USA) and United Kingdom (UK) stores from Nigeria, it was one in a million. But thankfully, the situation is changing now with the growth of online store in large numbers.
Nowadays, customers in Nigeria who want to shop online no longer need to make payments with Paypal, have a USA shipping address or make use of a USA credit card before their orders are executed. No, they could simply order online and even pay on delivery afterward. Some of the listed top players in electronic vending include: Jumia Nigeria, Konga.com, Kaymu Nigeria, Dealdey.com, Taafoo.com, gloo.com, Kara.com, Supermart.ng, Jiji.ng, OLX.com, Slot.ng, Mystore, shopaholic Nigeria, just to mention but a few.
Online shopping web pages of Nigeria e-vendors are mostly poor in terms of operations and responsiveness and this builds doubt on the minds of Nigerian customers and is not favorable in building positive intentions to transact and closing sales (Tokunbo, 2017; Ayo, 2016).
Despite this breakthrough, transacting with some of the Nigerian online shops could be risky and unappealing, due to poor website security designs, poor/delayed delivery services, complicated navigating design, fake fashion/designers items and lots of unethical practices. Notwithstanding, it is quite convenient to shop online than to visit a conventional market.
Similar studies have been carried out in other countries of the world, but none have been carried out in Nigeria. Hence, there is paucity of empirical literature on website design and customer patronage of electronic vendors in Nigeria. In the bid the bridge this gap, the interest to carry out this study aroused.
1.2 STATEMENT OF THE PROBLEMS
The world is gradually becoming a global village as a result of the invention of the internet. The developed nations of the world has made use of the internet and its related tools and this has transformed the way they live and in turn their marketing practices from the traditional practices to a digitalized practice. This was made possible as a result of the invention of the website which has availed firms the opportunities to communicate, inform and persuade their target market to patronize their products. A consumer in USA will get whatever product that he/she desires just with a click on his digital device provided it has internet connectivity.
Nigeria as a developing nation had a breakthrough in this area early 2001 with the invention of GSM by the then government which was led by President Olusegun Obasanjo. This helped to hasten the introduction and acceptance of online stores in Nigeria, since it was now possible for most people in the country to own mobile devices which has internet connectivity.
Electronic marketing has been weakened by the deterioration of confidence held towards it by the consumer public (Rashad, Noor & Arash, 2011). This in turn poses an immense threat to the overall expansion and success of it. In fact, Craig and Mihajlo (2011) stated that 63% of online end-users intentionally delay when providing personal information due to diminished confidence and trust in sites. If credibility is to be achieved, improvised security and privacy protocols should be incorporated (Rashad, Noor & Arash, 2011). At present security is pivotal and concerns surrounding its efficiency is perhaps the key cause for web users not making online purchases. Most online vendors in Nigeria hardly breakeven not to talk of maximizing profit and this has showcased the electronic commerce as not being lucrative and hence discourages investors from investing in this area of marketing (Tokunbo, 2017).
There are many factors to influence e-commerce success, which include product offer level, entertainment, customer service features, navigation web, and web design (Li et al., 2001; Lohase and Spiler, 1990). Web design was illustrated that good layout, effective search engine, updated information, transparent navigational structure, simple check out procedures and user-friendly interface are important for consumer use for online shopping (Agarwal and Venkatesh, 2002; Devaraj et al., 2012; Lohse and Spiler, 1999; McKinner et al, 2012, Palmer, 2002; Shim et al., 2011; Vijayasarathy, 2012).
In the beginning of online shopping breakthrough in Nigeria, many firms registered their presence within the Nigerian Online market but to their greatest dismay, they were forced out of the market as a result the complexity of their website usability and poor visual and navigation design (Adekunle, 2014). These online vendors thought by just registering their presence that the consumers will always come for their offerings since they have websites, blogs and social media pages. They were proved wrong by the sophisticated online customers in Nigeria who keep looking out for the vendor with the best website design and best good/service delivery system. This alone have constituted a lot of problem to players in this industry because it affects their customer patronage and if not managed well, such firms will be forced to windup by the uncontrollable market forces.
Tokunbo (2017) states that Internet penetration is still abysmally low and are one of the major threats to e-commerce implementation in the country. Other factors identified in previous studies include substandard online payment methods, lack of trust in web retailers, poor technological infrastructures, and unattractive web pages, fear of inadequate security in online environments (Adeyeye, 2008; Ajayi, 2008; Ayo, 2008; Adeshina, 2010).
Cunliffe (2013) in his study concluded that Poor web design will result in a loss of 50 percent of potential sales due to users being unable to find what they want, and a loss of 40 percent of potential repeat visits due to initial negative experience. Hanson (2010) asserted that a well-defined website could “build trust and confidence in the company; reinforce an image of competence, functionality, and usefulness; alert the visitor to the company’s range of products and services’ and point out local dealers, upcoming special events, and reasons to come back again.
There is a growing body of research emphasizing the importance of website design as customers’ perceived quality influences their trust-building process, satisfaction level, attitudinal loyalty (e.g., brand or product preference) and behavioral loyalty (e.g., actual use, willingness to pay) (Bai, Law, & Wen, 2008; Hur, Ko, & Valacich, 2011; Lin, 2007). Adekunle (2014) concluded that most the electronic customer vendors in Nigeria have poor website quality and design; these in turn reduce traffic to their web page which would ordinarily be converted into sales.
Tokunbo (2017) in his study concluded that website design quality of various e-vendor has been responsible for the low traffic that they generate to their website and even when most customers visit their online store does not have that emotional appeal that ignites intentions to transact.
Few research works have been done on measuring the relationship between website design and customer patronage in Nigeria. There is paucity of explanatory models and theory building studies on website design and customer patronage. There is, therefore, scanty empirical works that had studied long term or non-financial measures of customer patronage and their relationship to website design in Nigeria. It is against this backdrop that the study set out to explore the relationship between website design and customer patronage of electronic vendors in Lagos, Nigeria (Headquarters of the onlineshops).
1.3 OBJECTIVES OF THE STUDY
The main objective of this study is to determine the effect of website design on customer patronage of e-vendors in Lagos, Nigeria. The specific objectives will be to:
i. examine the influence of information design on e-commitment.
ii. determine the effect of information design on loyalty.
iii. determine the influence of navigation design on trust.
iv. examine the influence of e-vendor’s navigation design on e-commitment.
v. investigate the influence of search engine optimization on loyalty.
vi. examine the influence of security on trust.
vii. determine the influence of security on loyalty.
viii. Determine the influence of website attractiveness on usage rate of e-vendor’s website in Lagos, Nigeria.
1.4 RESEARCH QUESTIONS
In order to give the study a direction, the following questions are put up:
i. ii. to what extent does information design influence e-commitment?
ii. to what extent does information design influence loyalty?
iii. how does visual design/navigation design affect trust?
iv. to what extent does visual design/navigation design influence e-commitment?
v. to what extent does search engine optimization influence loyalty?
vi. to what extent does security influence trust?
vii. how does security influence loyalty?
viii. how does website attractiveness influence usage rate of e-vendor’s website in Nigeria?
1.5 RESEARCH HYPOTHESES
The following null hypotheses are stated:
Ho1: There is no significant relationship between information design and e-commitment.
Ho2: There is no significant relationship between information design and loyalty.
Ho3: There is no significant relationship between navigation design and trust.
Ho4: There is no significant relationship between navigation design and e-commitment.
Ho5: There is no significant relationship between search engine optimization and loyalty.
Ho6: There is no significant relationship between security and trust.
Ho7: There is no significant relationship between security and loyalty.
Ho8: There is no significant relationship between website attractiveness and usage rate of e-vendor’s website in Nigeria.
1.6 SIGNIFICANCE OF THE STUDY
This research work would be beneficial to the e-vendors in the sense that it will enhance the online stores management knowledge on the best strategy to use in designing their websites with the view of increasing their customer patronage. This will help in attracting the consumers to patronize their online market offerings.
It will be very beneficial to Information technology experts that develop website for electronic marketing purposes. Through the findings and recommendations of this study, they will learn the basic web design element to work on so as to engage customers, make them patronize the e-vendors and for a successful marketing communication.
It will add to the body of knowledge and literature and will be of great benefit to the researchers as they will use the study as a reference material when carrying out further research work in the area under study. It is believed that the general findings of this study will contribute to existing literature, and also to the knowledge about website design and customer patronage in the management sciences and to the researchers who are interested in investigating related issues.
The general findings of this study will also be very useful to new entrants and investors in the online business environment. They will see the best way to harmonize their website designs and components to attract the desired traffics which they will need to remain afloat in the fierce competitive online business environment.
The study will be beneficial to e-vendors customers as they would learn from findings and recommendations of this study, elements to look out on every websites that guarantee the safety of their privacy and security of their data and information. It will also enlighten them on the best way to exploit the contents of the various websites that they visit on daily bases.
It will also be beneficial to marketing students as they will understand the relationship that exists between website design and customer patronage.
1.7 SCOPE OF THE STUDY
The scope of this study will be viewed from three dimensions: Content, Geographic and level/unit of analysis.
Content Scope: The study is domiciled in electronic marketing with specific interest in website design (information design, visual design/navigation design, search engine optimization, security and attractiveness) and customer patronage. Though there are numerous non-financial indices for measuring customer patronage but the researcher considered, e-commitment, trust, loyalty and usage rate.
Unit of Analysis: The unit of analysis for this study will include the staff of top four (4) players in the online stores in terms of service, excellence, coverage and popularity in Lagos, Nigeria, namely Jumia Nigeria, Konga.com, Kaymu.com and Dealdey.com (NigeriaFinder, 2014).
Electronic shoppers would also be surveyed, the study covered the four leading online stores namely Jumia Nigeria, Konga.com, Kaymu.com and Dealdey.com with their head quarters in Lagos State.
1.8 Operational Definition of Terms
The definitions of operational terms include as follows;
a. Search Engine Optimization
This is the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by the search engine. It is the process of affecting online visibility of website or the practice of increasing the quantity and quality of traffic to your website.
b. Visual Design/Navigation Design
Visual design aims to shape and improve the user experience through considering the effect of illustrations, photography, typography, space, layouts, and colours on the usability of products and on their aesthetic appeal.
c. Virtual Reality/Technology
It is a computer-generated base technology that stimulates experience through senses and perception. Virtual reality means experiencing things through our computers that do not really exist.
d. Information Design
It facilitates the delivery of information by translating complex information into information that users can easily read and understand. It is the detailed planning of specific information that is to be provided to a particular audience to meet specific objectives. It includes multidisciplinary skills in graphic design, writing, instructional design, and user experience.e
e. Web Security
Web sites are prone to security risk. A website with weak security opens the network to attack and data loss. Web security deals specifically with the safety of the website.
f. Website Design
Website design means planning, creation and updating of websites. Website design also involves information architecture, website structure, user experience design, search engine optimization, navigation ergonomics, website layout, colors, imagery (photography), visual aspect, usability and other things that simplifies the using of websites and help to find information faster (Kaufman & Horton, 2015).
g. Electronic Vendors
They are individuals, suppliers or companies that sell goods or services to someone else in the economic production chain with the aid of internet facilities.
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