Study of How User Experience (UX) Design Effects Costumers’ Behavior on Online Marketing

Electronic media, currently, is regarded as the most modern way by which information is transferred throughout the global market. In this regard, user experience focuses on the whole aspects of experience, which include a person, not just a user totally (LaSalle.D& Britton.A, 2003). The study’s focus is basically on websites and the logic behind this is that compared to other platforms, the websites are most frequently used by the firms. The purpose of the study and the content of the questionnaire were thoroughly presented to the respondents. A total of 249 people were questioned, each one answering 27 distinct questions. The IBM SPSS v20 Statistics program was used to analyze the data and offer results for marketing reasons and observations. Questionnaires were gathered via online surveys. In our model costumer behavior was considered as dependent variable and visual design, information quality, entertainment, education, aesthetic and escapist were considered as independent variables. Multiple regression analysis was used to analyze the data. According to the results, the effects of entertainment and escapist are significant in a positive way. Moreover, the effect of information quality can be regarded as a borderline figure scoring the number of 0.05 which could be significantly positive under special circumstance. The rest of independent variables did not show significant effect on costumer behavior. Keywords: Costumer Behavior, Web Design, User Experience.