Evaluacija digitalnog korporativnog identiteta: Primena AHP metode u analizi kvaliteta veb sajta
Sažetak
Zbog sve većeg značaja veb sajtova kao elemenata digitalnog korporativnog identiteta, kvalitet veb stranica je postao oblast od velikog značaja u praksi i akademskim istraživanjima. Cilj istraživanja jeste evaluacija dimenzija kvaliteta veb sajta i utvrđivanje njihovog značaja u izboru najpoželjnije opcije među nekoliko konkurentskih. S obzirom da je primetna nedovoljna onlajn vidljivost kompanija iz oblasti građevinske industrije, ovaj sektor je odabran za istraživanje, i izvršena je analiza veb strana odabranih kompanija iz ovog sektora. Ispitano je koje dimenzije kvaliteta imaju najveći uticaj na kvalitet veb strane, primenom metode procesa analitičke hijerarhije (AHP). Utvrđeno je da najveći stepen uticaja na kvalitet veb strane imaju brzina učitavanja (0,703) i kvalitet informacije (0,554). Rezultate istraživanja kompanije i veb dizajneri mogu koristiti u praksi, kako bi donele ispravne odluke u vezi sa sadržajem, dizajnom i funkcionalnošću veb stranica i njihovim korišćenjem u kontekstu unapređenja digitalnog korporativnog identiteta.
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