Evaluation Of Independent-sales B2c Fashion Website Usability Based On Customer's Perspective

The development of China apparel e-commerce has a history of more than ten years, which is at a rapid development after experiencing the incubation period and initial period. Usability research of B2C clothing shopping sites from consumer's perspective can improve the efficiency of using the site, enhance the sense of achivement in the process. Meanwhile, more information of easy access is available, and customer satisfaction will rise.This article evaluates the usability of independent-sales B2C fashion website based on Microsoft Usability Guidelines(MUG), and establishes usability evaluation system of independent-sales B2C fashion website by literature consultant and online survey. The system consists of five main indicators which are respectively content, usability, promotion, customize services and emotional factors. The usability evaluation indexes are promoted through in-depth interviews, and then questionnaire is designed.This article selects six independent-sales B2C fashion websites for empirical research, which rank high of market share. To do usability testing,30 consumers who are veterans of clothing B2C website are chosen, and all 30 samples are proved to be effective. After analyzing data reliability by SPSS17.0, the paper carries on a success analysis of the questionnaire, which reflects usability condition of independent-sales B2C fashion websites from another angle.The questionnaire results are analyzed by Gray Correlation Analysis, leading to a usability classification of the six independent-sales B2C fashion websites:VANCL, shishangqiyi, m18, xiu, menglu, togj. In analyzing the index weight, subindex and main index, this article puts forward some improvement suggestions to the usability problems existing not only universal but also individual. Then the six wetsites are clustered to 4 categories by Twostep Cluster Analysis. Through Hierarchical Cluster Analysis, the usability character of each category is known, and the 4 categories are respectively defined as sales-promotion type, fashion-taste type, terminal-friendly type and balanced-development type.Finally, the article propose some improvement strategies from four aspects which are internet promotion, advertisement, public relation promotion and price advantage, aiming at improving promotion usability which is considered as one of the most important index of the usability evaluation system of independent-sales B2C fashion website. From professional perspective, this paper is of certain directive significance to increase sales of clothing B2C industry.