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Usability Studies of E-Commerce Checkout Process: A Perspective from Thailand

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HCI in Business, Government and Organizations (HCII 2020)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12204))

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Abstract

Shopping cart abandonment is one of major problems that can affect conversion rate for e-commerce. A complex or ambiguous checkout process can result in customers discarding their purchase transactions. This research examined Thai online buyers’ experience with a checkout process of e-commerce websites and m-commerce applications. Usability studies were conducted with three different sample groups. They were asked to use two different types of e-commerce platforms to purchase either retail or technology-based products. A working age group with general knowledge about technology tested retail m-commerce applications. Another working age group who was tech-savvy tried out e-commerce websites selling technology products. The elderly group performed a test on retail m-commerce applications. Similar usability issues were found among the three user groups. A violation of visibility principle was a major factor causing unsuccessful task completion in the usability tests.

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References

  1. Value of e-Commerce Survey in Thailand 2018. https://www.etda.or.th/publishing-detail/value-of-e-commerce-survey-in-thailand-2018.html. Accessed 31 Jan 2020

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Acknowledgements

This research was partly supported by Ahancer Co., Ltd., a user experience (UX)/user interface (UI) design agency based in Bangkok, Thailand.

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Authors and Affiliations

  1. Department of Information Technology, Faculty of Information Technology and Digital Innovation, King Mongkut’s University of Technology North Bangkok, Bangkok, 10800, Thailand

    Patcharee Butnampetch, Panja Sasithonwan & Butsakorn Teeranan

  2. Information Landscape Research Unit and Department of Library Science, Faculty of Arts, Chulalongkorn University, Bangkok, 10330, Thailand

    Thippaya Chintakovid

Authors
  1. Patcharee Butnampetch
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  2. Panja Sasithonwan
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  3. Butsakorn Teeranan
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  4. Thippaya Chintakovid
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Corresponding author

Correspondence to Thippaya Chintakovid .

Editor information

Editors and Affiliations

  1. Missouri University of Science and Technology, Rolla, MO, USA

    Fiona Fui-Hoon Nah

  2. Missouri University of Science and Technology, Rolla, MO, USA

    Keng Siau

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Butnampetch, P., Sasithonwan, P., Teeranan, B., Chintakovid, T. (2020). Usability Studies of E-Commerce Checkout Process: A Perspective from Thailand. In: Nah, FH., Siau, K. (eds) HCI in Business, Government and Organizations. HCII 2020. Lecture Notes in Computer Science(), vol 12204. Springer, Cham. https://doi.org/10.1007/978-3-030-50341-3_24

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  • DOI: https://doi.org/10.1007/978-3-030-50341-3_24

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-50340-6

  • Online ISBN: 978-3-030-50341-3

  • eBook Packages: Computer ScienceComputer Science (R0)

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