Abstract
Successful e-commerce websites must possess high traffic and conversion rate. A high conversion rate must be realized through the usability of website. In this study, what is its usability performance and whether the usability conformed to the customers’ expectations of the present e-commerce websites were discussed. This research discovered the website usability across three types of the e-commerce websites: shopping, financial, and tourism services. A Web-based survey questionnaire was assembled, based on previously research instruments for measuring three parameters of usability – content, navigation and interactivity. Two hundred and seventy respondents used the survey questionnaire to rate 12 popular websites on three types of the e-commerce websites. The finding revealed that the financial services sites are the lowest rated and online shopping and tourism services sites could serve as models for Website professionals. The performances of content, navigation and interactivity were positively related to the usability of the websites.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Benbunan-Fich R (2001) Using protocol analysis to evaluate the usability of a commercial website. Inf Manag 39(2):151–163
Bevan N (1999) Design for usability. In: Proceedings of HCI international, Munich, Germany, pp 22–26
Bishop M (1998) How to build a successful international web site. Coriolis Group Books, Scottsdale
Brooke J (1996) SUS: a quick and dirty usability scale. In: Jordan P, Thomas B, Weerdmeester B, McClelland I (eds) Usability evaluation in industry. Taylor and Francis, London, pp 189–194
Gökmen A (2011) Virtual business operations, e-commerce & its significance and the case of Turkey: current situation and its potential. Electron Commer Res. doi:10.1007/s10660-011-9084-2
Green D, Pearson J (2011) Integrating website usability with the electronic commerce acceptance model. Behav Inform Technol 30(2):181–199
Institute for Information Industry (2011) Internet surfing population in Taiwan. http://www.find.org.tw/find/home.aspx?page = many&id = 290
Jeng J (2005) Usability assessment of academic digital libraries: effectiveness, efficiency, satisfaction, and learnability. LIBRI 55(2–3):96–121
Kalakota R, Whinston A (1997) Electronic commerce: a manager’s guide. Addison-Wesley, Reading
Lin C, Yeh J (2010) Marketing aesthetics on the web: personal attributes and visual communication effects. In: Proceeding of 2010 I.E. International Conference on Management of Innovation and Technology (ICMIT), pp 1083–1088
Nathan R, Yeow P (2011) Crucial web usability factors of 36 industries for students: a large-scale empirical study. Electron Commer Res 11(2):151–180
Nielsen J (1993) Usability engineering. Academic, Boston
Nielsen J (1995) Multimedia and hypertext: the internet and beyond. AP Professional, Boston
Nielsen J, Norman D (2000) Web-site usability: usability on the web isn’t a luxury. Information Week, Jan 14, pp 1–3
Nielsen J, Tahir M (2001) Homepage usability: 50 websites deconstructed. New Riders Publishing, Indianapolis
Ozok A, Wei J (2010) An empirical comparison of consumer usability preferences in online shopping using stationary and mobile devices: results from a college student population. Electron Commer Res 10(2):111–137
Rajaraman V (2005) Building blocks of e-commerce. Sadhana 30(2–3):89–117
Ramanathan R (2011) E-commerce success criteria: determining which criteria count most. Electron Commer Res 10(2):191–208
Scharl A, Bauer C (1999) Explorative analysis and evaluation of commercial web information systems. In: Proceeding of the 20th international conference on information systems (ICIS), Charlotte, North Carolina, pp 534–539
Tilson R, Dong J, Martin S, Kieke E (1998) Factors and principles affecting the usability of four E-commerce sites. Proceedings of the 4th conference on human factors and the web. http://zing.ncsl.nist.gov/hfweb/att4/proceedings/tilson/
Tullis TS, Stetson JN (2004) A comparison of questionnaires for assessing website usability. Conf Proc Usability Prof Assoc (UPA) 2004:1–12
Vaithianathan S (2010) A review of e-commerce literature on India and research agenda for the future. Electron Commer Res 10(1):83–97
Vila N, Kuster I (2012) The role of usability on stimulating SME’s on line buying intention: an experiment based on a ficticius web site design. Qual Quant 46(1):117–136
Wan Y, Nakayama M, Sutcliffe N (2012) The impact of age and shopping experiences on the classification of search, experience, and credence goods in online shopping. Inf Syst E-Bus Manag 10(1):135–148
Webcredible (2010) Ecommerce usability for high street retailers. http://www.webcredible.co.uk/user-friendly-resources/white-papers/ecommerce-usability-2010.shtml
Younas M, Awan I, Chao K, Chung J (2008) Priority scheduling service for E-commerce web servers. Inf Syst E-Business Manage 6(1):69–82
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer-Verlag Berlin Heidelberg
About this chapter
Cite this chapter
Lin, CL., Yeh, JT., Kao, CC. (2013). The Study of Usability Performance in the E-commerce Websites. In: Chuan, P., Khachidze, V., Lai, I., Liu, Y., Siddiqui, S., Wang, T. (eds) Innovation in the High-Tech Economy. Contributions to Economics. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-41585-2_5
Download citation
DOI: https://doi.org/10.1007/978-3-642-41585-2_5
Published:
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-41584-5
Online ISBN: 978-3-642-41585-2
eBook Packages: Business and EconomicsBusiness and Management (R0)