Percepcije studenata o dizajnu web stranica visokoobrazovnih institucija

master's thesis

• Title (english): Students' perceptions about website design of higher education institutions
• Author: Martina Rešetar
• Mentor: Đurđana Ozretić Došen (mentor)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2025-02-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Web dizajn sveučilišnih stranica ima ključnu ulogu u marketinškom pozicioniranju visokoobrazovnih institucija i oblikovanju percepcije studenata. Sveučilišne web stranice predstavljaju glavni informacijski kanal putem kojeg studenti pristupaju akademskim resursima, administrativnim uslugama i obavijestima. Kvalitetan web dizajn, uz intuitivnu navigaciju i vizualnu privlačnost, može poboljšati korisničko iskustvo te utjecati na percepciju kvalitete i profesionalnosti institucije.
U radu se istražuje percepcija studenata o postojećoj web stranici Ekonomskog fakulteta u Zagrebu te usporedba različitih web dizajna visokoobrazovnih stranica. Empirijsko istraživanje provedeno je putem anketnog upitnika, a ispitanicima su prikazane tri varijante web dizajna – pretežito tekstualni, uravnoteženi (tekstualno-grafički) i pretežito vizualni dizajn. Cilj istraživanja bio je utvrditi kako različiti elementi dizajna, uključujući navigacijsku strukturu, grafički sadržaj i vizualni identitet, utječu na percepciju korisnosti, jednostavnosti korištenja i privlačnosti web stranice.
Rezultati istraživanja pokazali su da studenti preferiraju web stranice koje kombiniraju tekstualne i vizualne elemente, uz jasno strukturiran izbornik i vizualno istaknute informacije. Pretežito tekstualni dizajn ocijenjen je kao manje privlačan i manje intuitivan za korištenje, dok je pretežito vizualni dizajn percipiran kao estetski privlačan.
Ova istraživačka saznanja doprinose boljem razumijevanju uloge web dizajna u visokoobrazovnom sektoru te mogu poslužiti kao smjernice za unaprjeđenje digitalne prisutnosti visokoobrazovnih institucija.

Abstract (english)

University website design plays a crucial role in the marketing positioning of higher education institutions and in shaping students' perceptions. University websites serve as the primary information channel through which students access academic resources, administrative services, and announcements. A well-designed website, featuring intuitive navigation and visual appeal, can enhance user experience and influence perceptions of institutional quality and professionalism.
This study explores students’ perceptions of the existing website of the Faculty of Economics & Business, University of Zagreb, and compares different university website designs. An empirical study was conducted using a survey questionnaire, where respondents were shown three variations of website design – predominantly textual, balanced (textual-visual), and predominantly visual. The aim of the research was to determine how different design elements, including navigation structure, graphical content, and visual identity, influence perceptions of usability, ease of use, and website attractiveness.
The findings indicate that students prefer websites that combine textual and visual elements, with a clearly structured menu and visually emphasized information. The predominantly textual design was rated as less attractive and less intuitive, while the predominantly visual design was perceived as aesthetically appealing.
These research insights contribute to a better understanding of the role of web design in the higher education sector and can serve as guidelines for improving the digital presence of higher education institutions.

• Keywords: web dizajn; korisničko iskustvo; sveučilišne web stranice; digitalni marketing; percepcija studenata
• Keywords (english): web design; user experience; university websites; digital marketing; student perception
• Language: croatian
• URN:NBN: urn:nbn:hr:148:804562
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2025-03-03 08:11:51