Research Of B2C E-Commerce Website Evaluation Based On User Experience

With emergence and extensive application of the Internet, the research on websites has gotten more and more attentions. The quality of website’s design is the key to success. The websites are different from other commodities, because their appearance of design and usability has been experienced before the user’s online trading. At the Internet age, when people visit an e-commerce website, they can experience it’s appearance attractive degree and website usability level, which will affect the user’s preference degree to this website. Whether the domestic or foreign exchange market, when the e-commerce websites have higher user preference degree, it can attract consumers to conduct online transactions, and accelerate the development of e-commerce.This paper takes B2C e-commerce websites as the research object, systematically analyzes and models the e-commerce websites attractive degree and usability degree respectively, and establishes the evaluation mode of user preference with the sequence relation method, based on the user experience point of view. The works studied in this paper are as follows:(1) Using experiment questionnaires to get the website’s appearance attractive degree evaluation index system with exploratory research, through data recovery, research preliminary analyzes factors to the appearance attractive degree evaluation index, and then with confirmatory study, through formal experiments, eventually get the appearance attractive degree evaluation index system of B2C e-commerce websites, including perception aesthetics, perceived risk, perception ease of use and perception effectiveness four primary indexes. Finally, the research builds the B2C e-commerce websites attractiveness evaluation model with the sequence relations method.(2) The paper puts forward usability degree concept based on usability evaluation guidelines of Microsoft (MUG) and extensive documents, determines the final B2C e-commerce sites usability evaluation index system through expert investigation method. The index system includes website content, website easy of use, web services and web technology four primary indexes and confirms the weight of each index through the sequence relations method in order to set up the B2C websites usability degree model.(3) Based on user experience, considering both aspects of the website’s appearance attraction and usability to determine user preference degre of the website, then the paper uses the sequence relations method to build user preference evaluation model.(4) Lastly, this paper choose three representative B2C e-commerce sites of digital home appliance class for application example analysis, then test and verify attractiveness evaluation, usability degree and preference evaluation model respectively.