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2013 | OriginalPaper | Chapter

The Study of Usability Performance in the E-commerce Websites

Authors : Chyong-Ling Lin, Jin-Tsann Yeh, Chuen-Chieh Kao

Published in: Innovation in the High-Tech Economy

Publisher: Springer Berlin Heidelberg

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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.

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Metadata
Title
The Study of Usability Performance in the E-commerce Websites
Authors
Chyong-Ling Lin
Jin-Tsann Yeh
Chuen-Chieh Kao
Copyright Year
2013
Publisher
Springer Berlin Heidelberg
Book
Innovation in the High-Tech Economy

Print ISBN: 978-3-642-41584-5

Electronic ISBN: 978-3-642-41585-2

Copyright Year: 2013

DOI
https://doi.org/10.1007/978-3-642-41585-2_5