M-Commerce Usability: An Explorative Study on Turkish Private Shopping Apps and Mobile Sites
There’s a growing interest towards mobile commerce in recent years. This pilot study, which is the first step of an extensive long-term research, investigated mobile usability in mobile “private shopping” applications. Focusing on three different private shopping applications / mobile sites in Turkey, a qualitative mobile usability test, based on a multi-method approach, was carried out with a sample of 11 Turkish senior year university students, who were experienced mobile Internet users and potential customers of private shopping platforms. The participants were observed during the task executions and additional data was collected by the “think aloud” procedure, eye-tracking and video recording of the participants. A short debriefing interview was also made to gain a detailed insight into the user experience. The findings revealed significant mobile usability problems and enabled to propose guidelines to improve user experience in mobile private shopping.
KeywordsUsability Mobile Private Shopping
Unable to display preview. Download preview PDF.
- 1.eMarketer: Ecommerce Sales Topped $1 Trillion for First Time in 2012 (2012), http://www.emarketer.com/Article/Ecommerce-Sales-Topped-1-Trillion-First-Time-2012/1009649
- 2.Sheikh, S. I.: Mobile Commerce: The Use of M-commerce by Customers Today. Luleå University of Technology, Master Thesis, Continuation Courses Electronic Commerce Department of Business Administration and Social Sciences Division of Industrial Marketing and E-commerce (2006) Google Scholar
- 3.Go-Globe: M-Commerce Statistics and Trends (2012), http://www.go-globe.com/blog/mobile-commerce/
- 4.Harvey, B., Ersoy, E.: Harvard Dropout Thrives as Turkey E-Commerce Lures Amazon. Bloomberg (2012), www.bloomberg.com/news/2012-03-27/harvard-dropout-thrives-as-turkey-e-commerce-lures-amazon-tech.html
- 5.Chan, S.S., Fang, X.: Mobile Commerce and Usability. In: Keng, S., Ee-Peng, L. (eds.) Advances in Mobile Commerce Technologies. Idea Publishing Group (2003)Google Scholar
- 7.Aziz, W., Yagoob, H.: Usability Principles for Mobile Commerce. Luleå University of Technology, Master Thesis, Continuation Courses Computer and Systems Science Department of Business Administration and Social Sciences Division of Information Systems Sciences (2009) Google Scholar
- 8.Ryan, C., Gonsalves, A.: The Effect of Context and Application Type on Mobile Usability: An Empirical Study. In: Estivill-Castro, V. (ed.) Conferences in Research and Practice in Information Technology, vol. 38 (2005)Google Scholar
- 9.Bustos, L.: Mobile Commerce Usability. E-Commerce Blog, GetElastic (2009), http://www.getelastic.com/mobile-home-page-navigation/ Google Scholar
- 10.Charlton, G.: Mobile commerce: Best Practice Tips. Digital Marketing Excellence, E-Consultancy (2009), http://econsultancy.com/tr/blog/4234-mobile-commerce-best-practice-tips-1 Google Scholar
- 11.Usability Sciences: Usability Best Practices for M-Commerce Sites. Usability Blog (2011), http://usability.com/2011/09/23/usability-best-practices-for-m-commerce-sites-part-1/
- 12.Norman, D., Nielsen, J.: Gestural Interfaces: A Step Backwards in Usability in Interactions, pp. 46–49 (September / October 2010)Google Scholar
- 13.Nielsen, J.: Banner Blindness: Old and New Findings. Jakob Nielsen’s Alertbox (2007), http://www.useit.com/alertbox/banner-blindness.html