Study On E-Commerce Websites User's Information Seeking And Information Architecture

With the unique convenience and speediness, online shopping is receiving people's great concern and love. However, with the rapid development of e-commerce, problems still exist. For example, user worry that online shopping is unsafe or anxious about the quality of goods. These problems lead to a poor user experience. So how to improve shopping websites' user experience is an important problem. Author use user-centered design methods to research on user information seeking behavior when online shopping, expects to establish information seeking pattern and explore user concerned information, ultimately will improve user's online-shopping experience.The research on domestic information seeking remains unexplored. Based on the deep understanding on foreign information seeking behavior research methods and technologies, author use a series of usability methods to study information seeking behavior when online shopping, and do deep research on select behavior with eye movement technology.In this study, Author chooses three domestic e-commerce websites as research objects, and the whole study process is divided into three segments:First, use contextual inquiry and questionnaire methods to research on user behavior when online shopping, and establish the information seeking pattern, also, gets user concerned information and factors which affect user information seeking behavior. Then, do eye-tracking research on user behaviors that user select product on the product list, and access the eye movement pattern and focus information; finally, on the base of before results, we redesign paipai.com. Then we conduct comparison test on the new paipai.com and the original one, which found out that the result do have some impact on online shopping.