An Evaluation on the Usability of E-Commerce Website Using Think Aloud Method

  • Rogayah Abdul Majid
  • Mardziah Hashim
  • Nurul A’syida Abdul Jaabar
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 276)


The introduction of e-commerce websites have enabled users to shop online. To ensure positive shopping experiences by the users in a highly competitive environment, it is important for e-commerce website designers to design a good and usable site. This study attempts to evaluate the usability of the website based on the model proposed by Venkatesh & Argawal. However, there is a missing element in the model - the security element. Therefore, this study has identified the problems encountered by users during the process of online shopping offered by website. In addition to that, this study has also identified elements for evaluation of website usability and determined the importance of security element in evaluating e-commerce website. Think-aloud method was used to evaluate the website where the respondents are required to answer questions regarding the usability of the website. The findings of the study showed that five attributes have been identified as usability elements used to evaluate the e-commerce website, namely: Ease of Use, Made-to-Medium, Emotion, Content and Security. The findings confirmed that security is the one of the important elements that the users consider in using e-commerce website. Web site designer must consider security elements as a crucial part in developing an e-commerce website, since it will give users confidence to buy from the website.


Human Computer Interaction Usability Usability Evaluation Think Aloud B2C E-Commerce 


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Copyright information

© Springer International Publishing Switzerland 2014

Authors and Affiliations

  • Rogayah Abdul Majid
    • 1
  • Mardziah Hashim
    • 1
  • Nurul A’syida Abdul Jaabar
    • 1
  1. 1.Faculty of Computing and Mathematical SciencesUniversiti Teknologi MARAShah AalamMalaysia

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