logo redesign - （evaluation）

3.3 Evaluation (by the potential users)

The goal of this project is to develop a quality pet fashion IG DM page based on a set of clear instructions. An evaluation was employed to help the researcher confirm the quality of the IG page from a consumer’s perspective.

Reviewers. Three reviewers were invited to evaluate the final IG page. To be eligible as a reviewer, he/she must meet all of the following criteria: 1) he/she must currently have a pet dog for at least two years, 2) he/she must be a current and frequent user of Instagram, and 3) he/she must have bought at least one pet accessory. The convenient sampling method was applied to recruit the reviewers. The reviewers were two females and one male, the age range was between 20-25. The reviewers were asked to review the IG page as a part of the interview. Phone interviews were conducted.

Questionnaire. A questionnaire was developed as an evaluation tool. A total of 15 questions were included. The first eight questions were about the reviewers’ background and their pet product shopping experiences. For example, “What kind of dogs do you have?” or “How often do you shop for your dog?’’ and “Where do you usually shop? Online or in store?” The rest of the questions were designed to understand reviewers’ opinions toward the IG page developed in this study, such as “What is your favorite or least favorite part of my Instagram page?” In terms of the quality measurement, instead of asking the reviewers to rate each feature, their holistic impression of the IG account was measured. Consumers’ perception regarding the IG page’s authenticity, professionalism, attractiveness, and organization were measured. A scale from 1 to10, where 1 means not at all great/likely and 10 is extremely great/likely, was used for these questions. At the end, an open-ended question was included, enabling the reviewers to provide additional suggestions. Table 4 presents all the questions in the questionnaire.

Table 4. Survey Questions

Survey Questions	#8 What’s your favorite or least favorite thing about this IG seller?
#1 What kind of dogs do you have?	#9 How would you rate the authority of this IG seller? (1-10)
#2 How often do you shop for your pet?	#10 How would you rate the professionalism of this IG seller? (1-10)
#3 Do you think Pet Fashion is important?	#11 How would you rate the attractiveness of this IG page? (1-10)
#4 Have you ever shopped for pet clothing?	#12 How would you rate the organizations of this IG page? (1-10)
#5 Where do you usually shop for pet clothing?	#13 How likely would you make a purchase from this account? (1-10)
#6 Have you ever shopped at an IG page?	#14 Do you like the items from this store? (1-10)
#7 What do you think about the videos from this IG seller?	#15 How can we improve this IG page?