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SMS marketing for mainland China: A study on the preferences in push and pull ads
Örebro University, Department of Business, Economics, Statistics and Informatics.
2007 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

As an increasing number of people are logging on to the internet to do their shopping, it is imperative for a site to be accessible and usable. Nielsen’s heuristic method is one esteemed method that many web site developers use in their design work. One study suggests that online shopping needs most improvement with the heuristics “User control and freedom” where an undo button often is lacking and in ‘Help and Documentation’ where the user may not easily switch between their work and the help. The study, however, has been made on grocery shops alone.

The following study adopts the results of the past study as hypotheses and investigates if they hold true for another type of online shopping site – women’s apparel. The results of the study confirm that these two heuristics indeed are the two most troublesome. However, for the biggest usability disaster under each, the results are either inapplicable or only lend weak support. The following results lend more support to a possible generalization for all online sites and better awareness among software developers of online shopping sites. Yet a more consistent base of common usability disasters under these two specific heuristics needs to be developed.

Place, publisher, year, edition, pages
2007. , 45 p.
Keyword [en]
Marketing, Push, Pull, China, SMS
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-1121ISRN: ORU-ESI/FEK-C--07/0028--SEOAI: oai:DiVA.org:oru-1121DiVA: diva2:134672
Uppsok
samhälle/juridik
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Examiners
Available from: 2007-04-10 Created: 2007-04-10

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fulltext(303 kB)949 downloads
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File name FULLTEXT01.pdfFile size 303 kBChecksum SHA-1
33b910d278371f60c8ccf86b78eaa3e1ffdc40d8a2b8b16245ab2b848e7d4cca7d344d8d
Type fulltextMimetype application/pdf

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Department of Business, Economics, Statistics and Informatics
Business Administration

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf