A Study on Shopping Websites Payeasy for Female Consumers in Taiwan

Online shopping, with the characteristics of time convenience, space convenience, and service diversity, successfully attracts the attention of female consumers. According to MIC, the surging female shoppers bring multiple growth for online sales in past years. As the Internet become very popular, the shopping websites for female consumers are growing faster and faster. Therefore, it is vital to comprehend the requirements of female users and their preferences. In order to exploit the market, the demands and preferences of female consumers for websites therefore need to be explored. When the information and advertising full of the shopping site, it will lead the female users distraction. Designers and websites developers require to know how to adjust the interface design for female users. This study accommodate the issue how to develope a usable, pleasant and efficient web interface to provide better online shopping experiences for female users. This study aims to discuss the demands and preference of female consumers in order to enhance the usability of shopping website. Payeasy, having females as the major consumers, was ranked on the top of electronic commerce in 2013 in Taiwan. For this reason, it is taken as the research sample. The Introduction interface in the shopping website is explored. This research is divided into two stages. First, two common types of introduction allocation (horizontal on top, vertical at left) are organized from literatures. With classical work settings, the preference of female consumers for the website design would be explored. Second, the questionnaire survey is used for evaluating the layout and text distinguishability. Finally, the research results provide innovative suggestions of female shopping websites for design researchers and website developers.