電子商務網站使用性評估之研究-以亞馬遜為例

亞馬遜(Amazon)為電子商務網站龍頭也是世界前十名企業，提到此網站無不對其服務、商品皆有高度評價，從美國發跡到拓展全世界，當購物習慣由傳統線下改由網站線上，對於消費者而言會有甚麼想法與改變。從多位學者的文獻中，一個好的網站電子商務能否提供好用、清楚、方便、美觀的呈現出來，對於成效有著重大的影響，因此本篇的論文的目的在於了解使用者操作情形，以判斷該網站的使用性並出具體的建議。本研究流程主要可以分為以下五個階段: (一) 確立研究方式與策略：根據 Nielsen 所提出的使用性指標，作為網站亞馬遜 (Amazon)的構面，並選用觀察法、訪談法進行分析。 (二) 使用性評估規劃：徵求受測者、流程規劃、擬定觀察表單。 (三) 使用性評估執行：實驗開始並錄製受測者操作歷程。 (四) 資料分析: 根據文獻與規畫之分析方式進行資料分析。 (五) 提出改善建議與結論：根據網站使用性問題提出改善建議。依據研究結果可以提出以下結論： (一) 網站設計的好與壞，確實會影響使用者感受甚至造成使用者抗拒。 (二) 網站設計若能因地制宜、入境隨俗更貼近該國家習慣，使用者會免去很多問題。 (三) 網站設計需要持續更新調整，做到User friendly

關鍵字

亞馬遜；電子商務；使用性評估； Amazon

並列摘要

Abstract: Amazon is the leading e-commerce and world's top ten companies. They are be famous for services and products. From USA to all of the world. When the shopping habits changed from the offline to online how significant impact will occur of customers. From a number of scholars in the paper, a best e-commerce can provide easy to use, clear, convenient, beautiful view. Therefore, the purpose of this paper is to understand the situation when operating. In the study, the process can be divided into the following five stages To establish mechanisms and strategies: According to literature the proposed use of indicators as Amazon site, in addition to choice of observation and to analyze data. 2. Usability Assessment: Finding subjects, Planning the process, Making observation form. 3. Usability Testing: the experiment, while the receiver operating history of recorded. 4. Data analysis: According to the analysis methods, data had been analyzed.。 5. To make recommendations for improvement and Conclusion: According to the Amazon usability testing conclusions, as recommendation strategies improve performance. Based on the findings we can made following conclusions: 1. Good or bad design of the site, it will actually affect user feel and cause resistance. 2. Good site can contain local conditions, culture of country, then maybe avoid problems. 3. Website design have to be updated and adjusted immediately to meet user friendly.

並列關鍵字

Amazon ； Usability ； E-commerce

參考文獻

廖述賢等人 (2006)。網路書店的行銷策略品質。中華民國品質學會第 42 屆年會暨第 12 屆全國品質管理研討會。

朱浩平 (2015)。MOOCs網站使用性評估之研究－眼動資料探討

Caruana, A., & Ewing, M. T. (2006). The psychometric properties of eTail quality: An international investigation across product categories. Internal Market Rev, 23(4), 353-370.

Chang, E. C., & Tseng, Y. F. (2013). Research note: E-store image, perceived value and perceived risk. Journal of Business Research, 66(7), 864−870.

Gounaris, S., Dimitriadis, S., & Stathakopoulos, V. (2010). An examination of the effects of service quality and satisfaction on customers’ behavioral intentions in e-shopping. Journal of services marketing, 24(2), 142−156.

國際替代計量

電子商務網站使用性評估之研究-以亞馬遜為例

全文下載

主題瀏覽