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

Conference paper
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Part of the Lecture Notes in Computer Science book series (LNCS, volume 12204)

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.

Keywords

Usability test Checkout procedure Visibility principle 

Notes

Acknowledgements

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

References

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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Department of Information Technology, Faculty of Information Technology and Digital InnovationKing Mongkut’s University of Technology North BangkokBangkokThailand
  2. 2.Information Landscape Research Unit and Department of Library Science, Faculty of ArtsChulalongkorn UniversityBangkokThailand

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