Evaluating User Experience of Selected E-Commerce Websites In Ethiopia: A Comparative Study
| dc.contributor.advisor | Mulatu Mebrate (PhD) | |
| dc.contributor.author | Beselam Girma | |
| dc.date.accessioned | 2025-08-09T08:00:59Z | |
| dc.date.available | 2025-08-09T08:00:59Z | |
| dc.date.issued | 2024-02 | |
| dc.description.abstract | The rapidly developing e-commerce industry has revolutionized business operations globally, providing consumers with convenient access to products and services. In these ongoing interactions, what sets a brand apart for consumers is the quality of their experience. However,in emerging markets like Ethiopia, the application of User Experience (UX) principles in ecommerceplatforms remains underexplored. This study evaluates the UX of the two Ethiopian ecommercewebsites: Addisber and Addis Mercato, to understand their effectiveness in deliveringa positive customer experience. Specifically, the research examines the attractiveness, pragmaticquality, and hedonic quality of these platforms. Using a descriptive and a mixed-methodsapproach, the research used quantitative measures through the User Experience Questionnaire(UEQ) and qualitative insights from Cognitive Walkthroughs. The findings reveal that bothwebsites performed well in terms of efficiency and dependability, but struggled with novelty andstimulation, indicating a lack of innovative and engaging features. Addisber scored higher inattractiveness and perspicuity, reflecting a more intuitive user experience. Addis Mercato, whileslightly less attractive, performed better in efficiency and excitement, largely due to its detailedproduct descriptions. Despite Addisber's higher UX scores, user preferences were evenly splitbetween the two platforms, suggesting that factors beyond UX, such as brand familiarity andproduct variety, influence user decisions.The study recommends targeted UX improvements forboth platforms, focusing on navigation, content quality, and SEO performance. Future researchshould explore the impact of these external factors on long-term user engagement andconversion rates. Keywords: User Experience (UX), Usability, E-commerce, Pragmatic quality, Hedonic quality,Attractiveness, Customer Journey, Customer Satisfaction | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/6282 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | Evaluating User Experience of Selected E-Commerce Websites In Ethiopia: A Comparative Study | |
| dc.type | Thesis |