Information Technology Reference
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4
Results
We present experimental results of a study performed with the ECPM tool for five ma-
jor Polish B2C websites with similar design and products offer. Participants for the
study were selected from Polish volunteers, who were active web users, aged between
19 and 33. All 85 participants were holding a high school degree. More than half of
them were graduate students of economics, IT and social sciences. The participants did
not receive any profit for taking part in the study and they were asked to behave as natu-
rally as possible while browsing the Internet (e.g. take breaks, switch between tabs etc.).
The participants rated 1396 products in total and the human website interaction
was monitored as proposed in the previous chapter. The mean number of products
rated by one user was 16,42. About half of the participants rated below 14 products.
Users have mostly given higher ratings (Table 4).
Table 4.
Products ratings distribution
Rating
Number of ratings
1
130
2
180
3
325
4
346
5
415
Source: Authors' study.
Users rated the highest number of products in merlin.pl store - 454 product pages
were visited. In Komputronik.pl, Morele.net, Agito.pl and Electro.pl users rated 267,
238, 218 and 205 products, respectively. Users tended to give higher ratings to products
known before study (Fig. 1).
500
400
300
200
yes
no
100
0
1
2
3
4
5
Product's interest rating
Fig. 1.
Ratings distribution and product familiarity (yes - product known before, no - product
not known before)
Source: Authors' study.
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