Hierarchical Representation of Website Evaluation Model Using Survey and Perceptual Based Criteria

  • Jarosław Wątróbski
  • Artur Karczmarczyk
  • Jarosław Jankowski
  • Paweł Ziemba
  • Waldemar Wolski
Conference paper
Part of the Lecture Notes in Business Information Processing book series (LNBIP, volume 311)

Abstract

The high availability of e-commerce websites which deliver similar services and products, as well as the harsh rivalry between competitors, increased the importance of systematic evaluation of the e-commerce websites’ quality, usability and user experience. Multiple methodologies for performing the evaluation are available, however, they are based mainly on survey data. In our previous research, we introduced perceptual measurements from eye tracker (ET) to the set of evaluation criteria. In this paper, we present an approach based on AHP (Analytic Hierarchy Process) to allow a thorough analysis of the complex structure of criteria and its impact on the final evaluation. Additionally, we combine the AHP outputs with the COMET (Characteristic Objects METhod) technique to build a fuzzy rule base that provides a stable model of the entire domain of evaluation criteria. The results of the conducted empirical verification of the proposed approach are presented and discussed. The main research findings show that the rankings obtained with the presented approach are very stable and the probability of a rank reversal phenomenon is low.

Keywords

Website quality evaluation AHP COMET Eye tracking eQual 

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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Jarosław Wątróbski
    • 1
  • Artur Karczmarczyk
    • 2
  • Jarosław Jankowski
    • 2
  • Paweł Ziemba
    • 3
  • Waldemar Wolski
    • 1
  1. 1.University of SzczecinSzczecinPoland
  2. 2.Department of Computer ScienceWest Pomeranian University of Technology in SzczecinSzczecinPoland
  3. 3.Department of TechnologyThe Jacob of Paradies UniversityGorzów WielkopolskiPoland

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