EXPLORING THE RELATIONSHIP BETWEEN CHARACTERISTICS OF EXTERNAL COMMUNICATION AND USER EXPERIENCE - CASE OF UPWORK FREELANCING PLATFORM

Vesna  Šćepanović; Ivan Šćepanović

doi:10.5937/poseko26-56144

Vesna Šćepanović Visoka škola akademskih studija Dositej
Ivan Šćepanović Visoka škola akademskih studija “Dositej“

DOI: https://doi.org/10.5937/poseko26-56144

Ključne reči: eksterna komunikacija, komunikacioni kanali, vreme odziva, korisničko iskustvo

Sažetak

Cilj ovog istraživanja bio je da se ispita odnos između različitih kanala komunikacije, vremena odziva i korisničkog iskustva na onlajn platformi Upvork. Uzorak je obuhvatio 300 korisnika platforme koji su procenjivali zadovoljstvo, efikasnost i poverenje u pružaoce usluga na osnovu interakcija kroz različite kanale komunikacije (Upvork platforma, e-pošta, video pozivi i instant poruke). Rezultati korelacione analize su pokazali značajnu korelaciju između zadovoljstva i efikasnosti i zadovoljstva i poverenja, dok je odnos efikasnosti i poverenja takođe bio pozitivan i statistički značajan. ANOVA je pokazala da postoji značajna razlika u prosečnom nivou zadovoljstva korisnika između različitih kanala komunikacije. Regresioni model za predviđanje zadovoljstva na osnovu vremena odziva i izbora komunikacionih kanala pokazao je da kraće vreme odziva i korišćenje video poziva značajno doprinose većem zadovoljstvu. Rezultati pokazuju da izbor pravog kanala komunikacije i brzine odgovora mogu igrati ključnu ulogu u poboljšanju korisničkog iskustva na onlajn platformama.

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