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Abstract

The convenience of the Internet make online shopping an ever more attractive option for customers. The B2C websites are one of the most popular and rapidly developing types of Internet shopping sites. This market begin to attract the attention of both local and international businesses. However, the online purchase process is often complicated, and many customers have difficulty with or even fail to complete the process. Information about the merchandise and the interface design can have a big influence on this kind of problem. In this study, we evaluate the information offered and the interface design of the shopping websites with the goal of providing service and making the website easier for the customer to use. A behavioral model of the Internet customer is constructed as the structural basis of the examination. An evaluation form is also designed based on this model. This form is used to gather information on the interface design of 351 domestic and foreign shopping websites. Comparisons are made between the websites in relation to various aspects such as product category, procedural steps, and domestic/ foreign websites. The results show that there are significant differences between sites in terms of the way information and user interface design, at every step of the shopping process. There are also differences between domestic and foreign websites. The results can serve as useful reference for website owners and designers who want to provide consumers with more convenient and barrier-free shopping environments.

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