Indian Journal of Science and Technology

Abstract

Objective: This paper attempts to investigate the impact of demographic factors (age and gender) on designing of an effective website Four factors influencing website designing i.e. navigation quality, information quality, interactivity and visual representation are studied in particular. Method: A survey using electronic media was conducted. Convenience sampling method was used and total of 340 responses were obtained. The data is analysed using two ways ANOVA. Findings: Age has a significant impact on website designing factors. Youth look for high and quality information in a website while middle and old aged people prefer easy accessibility and navigation quality. Our findings also claim that visual appeal and product picture quality attracts female more than male. This paper can provide valuable insight to website designers and can help them in customizing the website as per its target audience. Developing the websites is one of the most visible activities of the organizations on the internet. There are innumerable literature and researches on website designing but minimal focus is given on designing a website as per target audience. 

Keywords: Age, Gender, Information Quality, Interactivity, Navigation, Visual Representation, Website Design