Publication: ESTUDIO BASADO EN LA CONFIANZA GENERADA POR LOS SITIOS DE COMERCIO ELECTRÓNICOS CHILENOS
Date
2018-06
Authors
PIÑA BANDERA, LUIS FELIPE
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Abstract
Los avances en la tecnología han llevado a las empresas a utilizar el internet como una nuevaplataforma en la que ofrecen sus productos y servicios. De lo anterior surge la necesidad deconsiderar la confianza del usuario y la credibilidad del sitio como elementos imprescindiblesfrente a la competencia, para que dicho usuario deje de ser un visitante y pase a ser un cliente.Tras décadas de investigación, la consultora Nielsen Normann ha logrado establecer unaserie de recomendaciones de diseño para portales electrónicos, agrupadas en categorías comodiseño visual y la experiencia en el sitio, información sobre la compañía y el producto,privacidad de datos del cliente, indicadores de credibilidad, precios y costos, inventario ydisponibilidad, rendimiento y errores, políticas de seguridad y de fraude y servicio al cliente.Usando una tabla de calificación de Alexa se obtuvieron los 22 sitios de comercio electrónicomás populares en Chile con el fin de medir el cumplimiento de las recomendaciones dediseño propuestas, separando las páginas en seis rubros comerciales: retail, transporte depasajeros, supermercados, electrónica, cines y construcción.Al comparar la relación entre las métricas de cumplimiento en recomendaciones de diseñofrente a la popularidad en dichos rubros, no fue posible establecer que se cumpliera unacorrelación para todos los casos. La aplicación de una prueba no paramétrica de Spearmancorroboró que a mayor popularidad, mayor el porcentaje de cumplimiento en las recomendacionesde diseño.
The advances in technology have led companies to use the internet as a new platform to oertheir products and services. On the basis of the foregoing, the need to consider the confidencethat the user feels and the credibility of the site as essential element through the competition,so the user stops being a visitor and becomes a customer.After decades of research, the consultant Nielsen Normann has established a series of designrecommendations for websites, grouped into categories such as visual design and on-siteexperience, information about the company and the product, data privacy of the client, credibilityindicators, prices and costs, inventory and availability, performance and errors, securityand fraud policies and customer service. Using an Alexa rank, the 22 most popular electroniccommerce sites in Chile were obtained in order to measure compliance with the proposeddesign recommendations, separating the websites in six commercial areas: retail, passengertransport, supermarkets, electronics, cinemas and construction.When comparing the relationship between compliance metrics in design recommendationsversus popularity in those areas, it was not possible to establish a correlation for all cases. Theapplication of a non-parametric Spearman test corroborated that the higher the popularity, thehigher the compliance percentage in the design recommendations.
The advances in technology have led companies to use the internet as a new platform to oertheir products and services. On the basis of the foregoing, the need to consider the confidencethat the user feels and the credibility of the site as essential element through the competition,so the user stops being a visitor and becomes a customer.After decades of research, the consultant Nielsen Normann has established a series of designrecommendations for websites, grouped into categories such as visual design and on-siteexperience, information about the company and the product, data privacy of the client, credibilityindicators, prices and costs, inventory and availability, performance and errors, securityand fraud policies and customer service. Using an Alexa rank, the 22 most popular electroniccommerce sites in Chile were obtained in order to measure compliance with the proposeddesign recommendations, separating the websites in six commercial areas: retail, passengertransport, supermarkets, electronics, cinemas and construction.When comparing the relationship between compliance metrics in design recommendationsversus popularity in those areas, it was not possible to establish a correlation for all cases. Theapplication of a non-parametric Spearman test corroborated that the higher the popularity, thehigher the compliance percentage in the design recommendations.
Description
Catalogado desde la version PDF de la tesis.
Keywords
COMERCIO ELECTRONICO , CONFIANZA DEL USUARIO , DISENO WEB , E-COMMERCE