The WWW Factor: Understanding Generation Z’s Website Preferences

Tereza Ikášová ()
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Tereza Ikášová: Silesian University in Opava

Chapter Chapter 58 in Applied Economic Research and Trends, 2024, pp 1021-1033 from Springer

Abstract: Abstract Websites are key platforms for presenting products and companies. Nowadays, it is rather an exception when a company does not have a website. That is why it is important to make sure that the website meets all the requirements of modern times and that it is not average or below average compared to the competition. To create a great website, it is essential to have a good understanding of the behavior of website visitors and the factors that influence their interaction. This chapter focuses on finding out which factors most influence Generation Z on a website. It then explores whether these preferences differ between different demographic groups, particularly between men and women and between Generation Z and Generation Y. The factors examined are the clarity of the website, the colors used, the loading speed, the shapes used, the advertising banners, the length of the forms, and the functional elements on the website. The research is conducted through a questionnaire survey to gain a deeper understanding of what users prefer on a website. The results of this research can provide valuable information for website designers and marketers when creating and optimizing websites.

Keywords: Web design; Kruskal-Wallis test; Generation Z; Colors; Website speed; Functional elements (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-3-031-49105-4_58

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