The Study of Usability Performance in the E-commerce Websites

Chyong-Ling Lin, Jin-Tsann Yeh () and Chuen-Chieh Kao
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Chyong-Ling Lin: Chung Yuan Christian University
Jin-Tsann Yeh: Vanung University
Chuen-Chieh Kao: Lunghwa University of Science and Technology

A chapter in Innovation in the High-Tech Economy, 2013, pp 53-66 from Springer

Abstract: Abstract Successful e-commerce websites must possess high traffic and conversion rate. A high conversion rate must be realized through the usability of website. In this study, what is its usability performance and whether the usability conformed to the customers’ expectations of the present e-commerce websites were discussed. This research discovered the website usability across three types of the e-commerce websites: shopping, financial, and tourism services. A Web-based survey questionnaire was assembled, based on previously research instruments for measuring three parameters of usability – content, navigation and interactivity. Two hundred and seventy respondents used the survey questionnaire to rate 12 popular websites on three types of the e-commerce websites. The finding revealed that the financial services sites are the lowest rated and online shopping and tourism services sites could serve as models for Website professionals. The performances of content, navigation and interactivity were positively related to the usability of the websites.

Keywords: Usability; Content; Navigation; Interactivity (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:conchp:978-3-642-41585-2_5

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DOI: 10.1007/978-3-642-41585-2_5

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