**RESEARCH
ON CUSTOMER WEBSITE INTERACTION**

**Hypothesis**

- H0: No presence of a relationship between time spent searching for goods on the website and the amount spent shopping.

H1: There is presence of a relationship between time spent searching for goods on the website and the amount spent shopping.(One tailed)

- H0:No significant difference in attitude between male and female users.

H1: Significant difference in attitude to website between male and female users.(One tailed)

- H0: No presence of relation between attitude towards website and spending.

H1:Presence of relation between attitude towards website and spending.(Two tailed)

- H0:No presence of relationship between age and amount spent.

H1: There is presence of a relationship between age and amount spent.(Two tailed test)

**Descriptive
Analysis**

**Customer Gender Demographics**

Research ;A descriptive analysis was done to summarize the demographics of the customers that partook in the survey. The summary highlighted a total of 100 respondents each gender amounting to 50 respondents.

Customer Gender
| |||||

Frequency | Percent | Valid Percent | Cumulative Percent | ||

Valid | F | 25 | 50.0 | 50.0 | 50.0 |

M | 25 | 50.0 | 50.0 | 100.0 | |

Total | 50 | 100.0 | 100.0 |

**Age of Customers**

The average age was 34.52 years with a standard deviation of 13.382. The lowest and highest years were highlighted at 16 and 63 years respectively.

Descriptive Statistics
| ||||||||||

N | Range | Minimum | Maximum | Mean | Std. Deviation | Skewness | Kurtosis | |||

Statistic | Statistic | Statistic | Statistic | Statistic | Statistic | Statistic | Std. Error | Statistic | Std. Error | |

Customer Age | 50 | 47 | 16 | 63 | 34.52 | 13.382 | .347 | .337 | -.827 | .662 |

**Attitude Levels**

Attitude levels towards the store website indicated that the minimum attitude level was 2 and the maximum at 9. Most frequently chosen which is the mode was 6 by 22% of the respondent (11) followed by 4 and 7 with 10 each(20%). The minimum was level 9 at 4%(2)

He

Customer attitude
| |||||

Frequency | Percent | Valid Percent | Cumulative Percent | ||

Valid | 2 | 3 | 6.0 | 6.0 | 6.0 |

3 | 7 | 14.0 | 14.0 | 20.0 | |

4 | 2 | 4.0 | 4.0 | 24.0 | |

5 | 10 | 20.0 | 20.0 | 44.0 | |

6 | 11 | 22.0 | 22.0 | 66.0 | |

7 | 10 | 20.0 | 20.0 | 86.0 | |

8 | 5 | 10.0 | 10.0 | 96.0 | |

9 | 2 | 4.0 | 4.0 | 100.0 | |

Total | 50 | 100.0 | 100.0 |

**Time
Spent**

An average of 9.2820 minutes with a standard deviation of 8.45284 was the time spent in the website by customers. The minimum time spent was 0.70 minutes and the maximum at 51.50 minutes.

Descriptive Statistics
| ||||||||||

N | Range | Minimum | Maximum | Mean | Std. Deviation | Skewness | Kurtosis | |||

Statistic | Statistic | Statistic | Statistic | Statistic | Statistic | Statistic | Std. Error | Statistic | Std. Error | |

Customer time spent | 50 | 50.80 | .70 | 51.50 | 9.2820 | 8.45284 | 3.059 | .337 | 12.619 | .662 |

Valid N (listwise) | 50 |

**Average Money Spent**

Money spent by customers were at an average of 7.4096£ with a standard deviation of 3.11540£. The minimum and maximum amount spent was 2.12£ and 21.32£ respectively.

Descriptive Statistics
| ||||||||||

N | Range | Minimum | Maximum | Mean | Std. Deviation | Skewness | Kurtosis | |||

Statistic | Statistic | Statistic | Statistic | Statistic | Statistic | Statistic | Std. Error | Statistic | Std. Error | |

Customer average spend | 50 | 19.20 | 2.12 | 21.32 | 7.4096 | 3.11540 | 1.961 | .337 | 7.121 | .662 |

Valid N (listwise) | 50 |

**Inferential
Statistics**

- Correlation

Pearson correlation showed a negative weak relationship at -0.042. The p value at 0.387 was greater than 0.10 thus accepting the null hypothesis.

Correlations
| |||

Customer time spent | Customer average spend | ||

Customer time spent | Pearson Correlation | 1 | -.042 |

Sig. (1-tailed) | .387 | ||

N | 50 | 50 | |

Customer average spend | Pearson Correlation | -.042 | 1 |

Sig. (1-tailed) | .387 | ||

N | 50 | 50 |

- Wilcoxon- Mann Whitney Test

The test shows that there is no significant difference in attitude between female and male (Z=-1.586, p= 0.113) where p>0.05 thus accepting the null hypothesis.

Test Statistics
| |

Customer attitude | |

Mann-Whitney U | 232.000 |

Wilcoxon W | 557.000 |

Z | -1.586 |

Asymp. Sig. (2-tailed) | .113 |

a. Grouping Variable: Customer Gender |

- Spearman Correlation

A negative weak relationship between customer attitude and average money spent s noted at -0.149, p=0.301. The p value is greater than 0.10 therefore accepting the null hypothesis.

Correlations
| ||||

Customer average spend | Customer attitude | |||

Spearman’s rho | Customer average spend | Correlation Coefficient | 1.000 | -.149 |

Sig. (2-tailed) | . | .301 | ||

N | 50 | 50 | ||

Customer attitude | Correlation Coefficient | -.149 | 1.000 | |

Sig. (2-tailed) | .301 | . | ||

N | 50 | 50 |

- One way ANOVA

Age resulted in different mean weights for money spent, F(7,42)=2.729, p=0.020. We therefore reject the null hypothesis as p < 0.10

ANOVA
| |||||

Customer average spend | |||||

Sum of Squares | df | Mean Square | F | Sig. | |

Between Groups | 148.666 | 7 | 21.238 | 2.729 | .020 |

Within Groups | 326.915 | 42 | 7.784 | ||

Total | 475.581 | 49 |

**STUDY
REPORT ON WEBSTE ENGAGEMENT**

The summary of data collected and analyzed showed a negative relationship between time spent on website and the average amount spent at -0.042. This meant that on average a customer who spent more time searching for goods in the website made less costly purchases. Attitude levels towards the site was also tested between male and females which led to an insignificant difference meaning that regardless of gender both parties had approximately same attitude towards the site. Customer average spend and attitude toward site showed a negative weak relationship at -0.149 meaning that as attitude levels increased the level of customer spending decreased. Age in relation to money spent n the site was also analyzed to understand who spent more in purchasing. It was noted that the lowest spenders were in the lower age bracket(16-30) while the highest spenders were the elderly bracket(40-63).

In summary, we can conclude that the site engagement was mostly by young customers but the older generation spent more on purchases. It is also noted that the less time used to search items the higher the likely hood of purchasing. Attitude levels towards the site was not affected by customer’s gender but it did affect purchasing choices.

**Sampling
Strategy**

Sampling is where a subset of individuals are selected from a population so as to come up with estimates of the population as a whole. The data collected was from a group of transactions made through the website and stored for a period of time. This data was collected and divided according to gender and samples were randomly pulled. The type of sampling strategy used is called stratified random sampling. This type of sampling enables equal representation of the groups in the population therefore enabling correct projection of results to the whole population. It was noted that the strategy was however disadvantageous since it left bias in age.

**Study
Method**

The study used both quantitative and qualitative analysis to fulfil its objectives by use of data collected by the website’s data system. The data system which collects information on registration such as name, email, birth details, gender and records transactions made was an efficient source for the web developer to understand her clientele.

Qualitative analysis is used where the data collected is summarized in a descriptive manner so as to understand the characteristics of the population such as gender count, age frequency counts etc. The data used quantitative analysis where it was then checked for patterns and analyzed using statistical methods to come up with hypotheses, conclusions and valid suggestions. This was done in checking for relationship between the various variables.