ارزیابی قابلیت استفاده از تجارت الکترونیک در وب سایت های B2C در چین

With the development of electronic commerce, usability on a website is vital to customers and enterprises from e-commerce websites. However, many of these e-commerce applications still do not meet customers’ usability requirements and the web pages need a better human computed interface. An evaluation of business to customer (B2C) websites in China was implemented according to the usability criterion. Two questionnaires were designed and verified to capture the evaluation index when customers operated the B2C websites. The fist on was used to choose the appropriate factors in questionnaire scale and the second one was used to evaluated the importance of the chosen factors. Finally, the usability indices were used to evaluate the characteristic of two main China B2C websites. The results obtained would help the designers of B2C electronic commerce to improve their websites.

Usability is one of the most important quality factors for e-commerce web sites [1]. The three type of e-commerce, which are business to business (B2B), business to customer (B2C) and customer to customer (C2C) are currently the main channels of business and information exchange on internet. These web sitesprovide products and services to potential customers. However the ease or difficulty that customers experience with these e-commerce applications determines their success or failure [2, 3]. In addition, with the development of electronic commerce in China, more and more e-commerce websites appear, among them Taobao and Eachnet are the most popular B2C websites in China. The challenge of developing more customer friendly e-commerce websites makes it an emergence of method, evaluation technology with which to improve web usability issues. This paper is organized as follows. Section 2 describes the usability evaluation method and process. Section 3 presents the results obtained from the study. Section 4 discusses the main finding and limitations of this study. Section 5 presents the conclusions and suggests topics for further research.

In recent years, a great number of e-commerce websites have emerged to provide product and information service to customers. The factors summarized in this paper will help to improve usability of e-commerce websites greatly. According the results of these two step questionnaire, the usability evaluation criterion was put forward in Fig 5.