以使用者為中心之電子商務網站使用性評估研究
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2010
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Abstract
本研究主要探討使用性評估應用於電子商務網站，並以綺妍美妍藥妝網站作為研究個案，藉此個案來了解執行使用性評估的成效以及使用性評估的操作方式。透過使用性測試、回溯放聲思考法、系統使用性量表、觀察與深度訪談法獲得受試者資料，進一步了解不同背景組合使用者對使用性問題之認知差異，並找出現有網站之使用性問題，針對問題修正IWEE網站後執行後測，了解使用性評估是否具有成效。此一使用性評估執行模式，提供欲針對電子商務網站進行使用性評估之研究者作為參考。
本研究以綺妍美妍藥妝網站作為研究個案，所得到研究結果如下：一、發掘了IWEE網站的各項使用性問題，包含標籤命名不妥與認知差異、檢索系統設計不良、網頁介面設計不佳、系統功能不良等皆影響網站使用性。二、不同背景組合的消費者，包括會員資格與否以及網購頻率差異的組合，對於IWEE網站使用性認知上具有差異。三、經由評估發現使用性問題後改進原始網站，在進行後測後，發現受試者在使用修正過網站測試任務完成時間較原始網站的時間大幅降低，具有顯著差異，且後測受測者均能完成任務，顯示IWEE網站進行使用性評估後能提升使用者使用效率與滿意度。
最後根據研究結果提出以下建議：
1. 電子商務網站的設計應以使用者為中心，網站成功來自於顧客滿意，了解使用者需求與重視的部份，方能提昇使用者滿意度與促進商品銷售。
2. 電子商務網站可嘗試透過使用者導向之使用性評估方法，針對現有網站發掘使用性問題，進而修正改善，增加網站好用性。
The aim of this case study is to explore the applications of usability evaluation for e-commerce sites. In order to understand the real-world applications and effectiveness of usability evaluation on helping improving e-commerce sites, an evaluation system was created and implemented on iWEE, an online cosmeceutical shop. By Using task oriented usability testing, think aloud method, system usability scale, observation and in-depth interview to acpuire data. We then told the subjects apart by backgrounds and cognition discrepancy toward usability problems and found out existing issues regarding the design of iWEE website. Discovering website usability problem of IWEE website, then revise the website usability problem and re-evaluation. Below findings were identified through the process: 1. Existing flaws in iWEE including: poor labeling, inadequate search engine, difficult UI and lack of critical functions,and any of them effect website usability. 2. The combination of whether if the user is a frequent online shopper or an existing member of iWEE can make great difference on the test results. 3. The result of re-evaluation shows the user by using revised website would be Significant to reduce in use of time ,and system usability satisfaction of revised website is obviously better than original one and all the users can sussessfully finish the tasks. Suggestions we have from this study to all e-commerce practitioners as conclusion: 1. User-centred design methods should be followed. Customers’ satisfactions are the success factor for e-commerce web sites. By identifying customers’ specific needs and habit and creating the shopping environment accordingly, increase on customers’ satisfactions and sales amount are guaranteed. 2. User oriented usability evaluation method can be applied on e-commerce website to find out website usability problems , By the process of improving problems, enhances the degree of usability.
The aim of this case study is to explore the applications of usability evaluation for e-commerce sites. In order to understand the real-world applications and effectiveness of usability evaluation on helping improving e-commerce sites, an evaluation system was created and implemented on iWEE, an online cosmeceutical shop. By Using task oriented usability testing, think aloud method, system usability scale, observation and in-depth interview to acpuire data. We then told the subjects apart by backgrounds and cognition discrepancy toward usability problems and found out existing issues regarding the design of iWEE website. Discovering website usability problem of IWEE website, then revise the website usability problem and re-evaluation. Below findings were identified through the process: 1. Existing flaws in iWEE including: poor labeling, inadequate search engine, difficult UI and lack of critical functions,and any of them effect website usability. 2. The combination of whether if the user is a frequent online shopper or an existing member of iWEE can make great difference on the test results. 3. The result of re-evaluation shows the user by using revised website would be Significant to reduce in use of time ,and system usability satisfaction of revised website is obviously better than original one and all the users can sussessfully finish the tasks. Suggestions we have from this study to all e-commerce practitioners as conclusion: 1. User-centred design methods should be followed. Customers’ satisfactions are the success factor for e-commerce web sites. By identifying customers’ specific needs and habit and creating the shopping environment accordingly, increase on customers’ satisfactions and sales amount are guaranteed. 2. User oriented usability evaluation method can be applied on e-commerce website to find out website usability problems , By the process of improving problems, enhances the degree of usability.
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使用性評估, 電子商務, 藥妝, 使用性, 使用性測試, usability evaluation, e-commerce, cosmeceuticals, usability, usability testing