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USER EXPERIENCE IN DIGITAL RETAIL: TRENDS AND USER PERCEPTIONS
Marina Guzovski
orcid.org/0000-0002-2365-503X
; Libertas međunarodno sveučilište
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* Dopisni autor.
Sažetak
In the digital age, user experience (UX) and customer experience management (CEM) are becoming key elements of successful retail. The aim of this paper was to investigate how contemporary digital trends, such as artificial intelligence, personalization, omnichannel approach and environmental sustainability, shape consumer perception, behavior and satisfaction. The theoretical framework of the paper draws on recent literature in the field of digital retail, UX design and customer experience management, and the research part is based on a survey conducted on a sample of 102 respondents. The research results show that users most often shop via mobile applications and web stores, while physical stores are increasingly losing their
importance. Personalized user experience, clarity of information and platform responsiveness were identified as the most important factors for a positive shopping experience. More than half of the respondents consider personalization very important, while almost the same number value the environmental responsibility of the brand. In addition, respondents value a simple and intuitive interface and speed of service the most, which indicates the importance of quality user design. Digital retail requires a strategic approach to the customer experience, which includes technological adaptation, emotional connection with users and sustainable business. This paper confirms that these aspects are crucial for the competitiveness of brands in today's digitalized market, and offers a foundation for further research in the field of consumer behavior and digital transformation of retail.
Ključne riječi
customer experience; customer experience management; digital commerce; personalization; sustainability
Hrčak ID:
343989
URI
Datum izdavanja:
15.5.2025.
Posjeta: 354 *