ehospitality: role of website personality on website effectiveness
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Scanyours.com © 2000-2010Scanyours.com © 2000-2010
Milan VerstegenDatum: March 25, 2010
Hotel Website Marketing Conference
“Role of Website Personality and Gender on Website Effectiveness”
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Who am I :)
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Scanyours.com © 2000-2010
De ScanYours Tag-cloud
Internet consultancy
Market Research
Strong connection with VU University
30 ScanYoursers
Increase online sales
Improve online processes
With Fun and Result driven
Innovation
Online marketing
Webdevelopment
Customers in different industries
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Topics Online consumer behavior
Building blocks of website effectiveness
Website Personality = Stylability
Role of Gender
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Personality Quiz I
“Who is making the actual decision to book a room online?”
1 2
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Personality Quiz II
“What is important in making the final booking decision?”
1. Welcoming atmosphere
2. Elegant
3. Trustworthy
4. Depth of selection / information
5. Ease of use
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Online Consumer Behavior
Need Search info Alternatives Decision Consuming After sales
SUPPORT ALL STAGES
HOW?WHY?
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Multi-channel
MULTI-CHANNEL GUEST EXPERIENCE
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WHY?
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HOW: Five building blocks
Stylable
Functional
Usable
Available
Accessible
Source: Dr. Tibert Verhagen, VU University, ScanYours
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Accessible
StylableFunctionalUsableAvailableAccessible
“Over 80% of initial site visitors uses a search engine as starting point”
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Available
StylableFunctionalUsableAvailableAccessible
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Usable
StylableFunctionalUsableAvailableAccessible
“Attention to usability approximately doubles desired business metrics”
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Functional
StylableFunctionalUsableAvailableAccessible
“Functionality offers a way to accomplish strategic value and unique positioning”
Source: Dr. Tibert Verhagen, VU University, ScanYours
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Stylable
StylableFunctionalUsableAvailableAccessible
“Mental representation of a website on dimensions that are similar to and reflect the dimensions of human personality”
“It’s about Impressionsand Experiences”
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Perceived Guest Experience
So differs on:
PersonalityCultural backgroundInternet ExperienceGENDERMany more
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Stylable
StylableFunctionalUsableAvailableAccessible
Website Personality
Online Atmosphere
Multi-channel Experience
Website Design
Trust and Risk
Emotions
Branding
Online Store Image
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Website Personality: 3 factors
Sophistication: elegant, high class, upscale
Authencity: reliability, thrustworthy
Pleasantness: easy to use
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Sophistication
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Authencity
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Pleasantness
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Results Online Survey
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Relation between building blocks
Functional
Usable
Available
Accessible
Stylable
Basic attribute/dissatisfier
Performance attribute
Exciting attribute
Objective
Subjective
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Relative importance of building blocksIm
port
ance
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YES!!!!!!!
Stylable
Functional
Usable
Available
Accessible
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NO!!!!!!!
Stylable
Functional
Usable
Available
Accessible
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Role of Gender on Web Effectiveness
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Gender differences
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Women and the economy
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Business potential of women! Women account for 85% of all consumer purchases
By income, women represent a growth market twice as big as China and India combined
84% of women feel misunderstood by marketers
Women are seen as “Business opportunity # 1”
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Business opportunity!
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Women-friendly websites How to design women-friendly websites?
1. Entertainment and Sensory Experience
2. High Information Standards and Simple Navigation
3. Women are real “word-of-mouth marketers”
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Sensory Experience
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Can be improved!
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Simple Navigation
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Can be improved
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Word-of-Mouth
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eHospitality Scan
StylableFunctionalUsableAvailableAccessible
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Let’s keep in contact…?
T: twitter.com/scanyours_ehospL: www.linkedin.com/in/ScanyoursVerstegen
T: 06 411 60 668 E: [email protected]: www.scanyours.com