The role of multimedia in e-commerce: An analysis of Czech e-shop websites

Abstract

E-commerce has revolutionized the way businesses interact with consumers and emphasizes the importance of online presence and sales strategies. This study explores the evolving landscape of e-commerce and focusses on the essential role of multimedia content in increasing user engagement and satisfaction in the web application of Czech e-shops. Multimedia elements, including audio, video, animation, and interactive functions, offer unique opportunities for attracting consumers and influencing their purchase decisions. The study analyses data from surveys conducted between Czech online shopping platforms to determine the impact of multimedia integration on user perception of website design and overall satisfaction. The study examines the decision tree algorithm as tools for classifying the attributes of electronic shops and predicting user perceptions of graphic interest. Despite the challenges of data complexity and classification accuracy, the insights generated from these analyses provide valuable guidance to companies looking to optimize their multimedia strategies and improve consumer e-commerce experiences. It is assumed that the user’s first impression is closely related to the presence and quality of multimedia and content elements in the user interface of a website. However, based on the results of the survey, it turns out that while the user’s first impression is closely related to the evaluation of the graphical attractiveness of the e-shop, the presence of the specific observed multimedia and content elements on the website’s user interface is not significant.