| As E-commerce affects every corner of the world, it tremendously changes the current commercial system, and the way People trade and consume.Business-to-Customer E-commerce is the most popular part of E-commerce. With the popularization of network and intensity of policy support, B2C E-commerce also rapidly develops in China.Jingdong mall is undoubtedly one of the most successful enterprises among al lthe Chinese B2C e-commerce enterprises. Since Jingdong set foot in e-commerce field in early2004, it continuously keeps a high-speed growth record, with successive six-year of growth rate exceeded200%, and successive10-year of leading position. It handles over one hundred and twenty thousand trade orders and has over3500million PV per day, and it also has15million registered users and1,200suppliers around the country, online sales11categories, tens of thousands of brands, and more than30million kinds of high quality merchandise, such as home appliance, digital communication equipment, computer, clothing and accessories, maternal and infant commodities, books, food and so on. As a result, Jingdong mall now occupies a market share of35.6%in China's online retail market, and has become one of the biggest, the most popularized, and the most influential online shopping enterprises in China. As a developed and more mature enterprise, Jingdong has gone through the early stage of low price competition, and entered a new stage of attracting customers with high quality. It has a lot of successful experience in improving user experience, adopting organizational optimization design, building efficient logistics network system, taking advantage of third-party technology, and improving the overall service quality.Therefore, to compare it with other developing online shopping website, such as New-egg and Joyo from a perspective of user experience, we can prove the importance of user experience in e-commerce business, find out the basic principles, and make sure B2C e-commerce can have a brighter future.The user experience is a person's perceptions and responses that result from the use or anticipated use of a product, system or service. In B2C E-commerce field, user experience includes brand impression, website usability and off-line services. Brand impression including the first impression from the name and promotion of the site and reputation from other users, is the earliest and most important part of the user experience. It is found that Jingdong mall owns popularity and good reputation in the users. Many users recommend Jingdong mall to their friends or were recommended by their friends. Jingdong mall is trusted by users and gets high loyalty from users. It is showed that Jingdong is a mature shopping website which can give users good experience. Website usability is the extent to which a Website can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use. Website usability, different to user experience, is more rational and pays more attention to how to make website become more easy to use. Specifically, website usability can be measured from eight dimensions, namely access speed, visual effects, navigation, information acquisition, operation, functions, individuality service and emotional factors. Overall, Jingdong mall provides users terse and beautiful web pages, rich content and suitable layout, convenient and efficient navigation and search functions, standardized processes, and easy operation. So Jingdong has a high website usability, which users are willing to use.Off-line services include logistics and after-sale service, which often bring users bad experiences, so after-sale is the key factor to improve user experience. Although there are some complaints and criticisms, Jingdong mall provides better logistics and after-sale service than its competitors. Outstanding distribution, onsite service and hotline service are the advantages of Jingdong mall. Furthermore, Jingdong put much to build logistics system, customer service center and other auxiliary facilities to guarantee its quality of services. Although Jingdong mall provides better user experience than its competitors, there are still some problems such as the lack of personalized design, the quantity of goods, flexibility and certainty in logistics, and the ability of resolving actual problems in after-sale service. Therefore Jingdong should further strengthen user feedback analysis, improve technical force, build open platform and logistics system faster, and coordinate the after-sale department and other departments to provide users better experience.Through the analysis of the user experience of Jingdong mal and the comparison of three shopping website, we can obtain the general principles of user experience in B2C E-commerce field, namely configuring a professional team to improve user experience, focusing on the first impression and giving users appropriate expectations, showing the outstanding visual effect, meeting user demand in time, avoiding user's waiting, and considering problems from the aspect of users to respect users.We can see that human society has entered the era of E-commerce from the rapid development of Jingdong mall and other E-commerce site development. In this era, the price of goods will become less and less important in competition and the key of success will be the excellent user experience. Therefore,"focus on user" will be the subject of E-commerce era. It will lead to the change of the enterprise's management idea from "promoting the goods" to "improving user experience". An enterprise which can dedicate to improve customer satisfaction and loyalty, care about the customers and meet the personalized demand of customers will be the most successful enterprise in this era. It is difficult to analyze user experience thoroughly because of limited research ability and objective condition. The improvement of user experience is a constant process also. Brand image, web design and service system are constantly changing, so we can only study user experience in a particular time and maybe the result cannot completely meet the current situation. The research about user experience must be a long-term process, and users in China can enjoy better experience with the further development of B2C e-commerce. |
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