| Abstract [eng] |
Relevance of the topic. As technology develops further, there is seen a rise in activity online. Users are spending more time in commercial and non-commercial websites, the latter of which are becoming more popular these days. According to Google's Consumer Barometer (2015) at least 72 % of Lithuanian people use Internet for their needs daily. That is why the online environment becomes one the most important places for marketing specialists as the proper user experience allows profit maximization. But while exploring non-commercial websites it is important to know what makes the users to stay online longer and achieve wanted goals (leave comments, come back to the website), as it is necessary to ensure the proper user experience. Problem. As users move from physical shops to online, it is important to take notice of how user experience forms there and how it can affect various companies. Not only commercial websites where users can buy certain products, but also non-commercial websites that ensure some services like communication, entertainment, information, enabling, are becoming more common online. As the number of such websites increases, it is important to understand what ensures the creation of positive user experience, what experience elements form and what user experience results are created. Research object– creating user experience in non-commercial websites Research aim – to theoretically and empirically base the specifics of creating user experience online while disclosing the case of non-commercial websites. Research objectives: • Discuss the relevance and research priorities of creating user experience online; • Disclose the conceptual essence of consumer experience and identify the main user experience dimensions; • Theoretically discuss the specifics of creating user experience online, while focusing on the cases of non-commercial websites. • To form and empirically check the conceptual model of creating user experience in non-commercial websites. • To evaluate the model's adaptation possibilities, limitations, and possible directions for further research. Research methods: 1. Comparative analysis of scientific literature; 2. Empirical research by using survey method and later analyzing the gathered data with SPSS 24 program. Results of the research and its applications. After completing the theoretical analysis of scientific literature, a conceptual model was formed detailing the user experience in non-commercial websites. The model consisted of three parts: user experience factors, user experience dimensions and elements, and user experience results. The factors were social identity, perceived encouragement, and telepresence. The user experience was split into two dimensions: community (elements: social presence, social trust) and individual (perceived ease of use, perceived usefulness, and perceived playfulness). The user experience results were two: intent to continually visit the websites, intent to create content in the websites. The results were gathered from Y and Z generations' respondents who mostly were using smart phones to access their preferred (information and communication) websites. The factor analysis showed that community experience consists of three elements: social presence, social capital, and social trust. It also showed that individual experience consists of only two elements: perceived use and perceived playfulness. The research has shown that community experience depends on social identity and perceived encouragement. That means that website creators should take into consideration their users' identities and make sure that they can communicate with others while the website continually sends notifications about their activities online. The intent to continually visit websites is mostly affected by the individual experience, and especially perceived use. Community experience also showed an effect for this intent. That means for the users to come back it is more important to create a useful website than focusing on community. The intent to create website's content is only affected by the community experience, especially social presence. That means that for this intent it is important to create a community where users would like to participate in. It is important to note that while researching the different generation and the devices used for accessing websites, the results were a bit different. This means that the found factors, elements, and intents' expression can differ depending on the user's generation and the device used. |
