期刊名称：Researchers World - Journal of Arts Science & Commerce
印刷版ISSN：2229-4686
电子版ISSN：2229-4686
出版年度：2011
卷号：2
期号：3
页码：77-87
出版社：Educational Research Multimedia & Publication
摘要：The web interface becomes a major success factor since customers interface with sellers in cyberspace through the seller's website. There were many of consumer reports frustrations with the lack of interface standard features within e-commerce websites. This phenomenon makes e-commerce sites lose up to 50% of potential online sales because users cannot find what they want. In order to explore issue of user interface, this study identifies and analyzes features of user interfaces and common location of e-commerce function on e-commerce web sites. Design elements that are being researched are site navigation, home link, search, view cart, get help, manage account, catalogue, and personalization functions. The content analysis was performed toward 120 companies' furniture web sites in U.S, China, German, and Indonesia, aiming to identify the most common features used on e-commerce websites. The results show that none of design practices among those examined in this study met Nielsen's criteria for de-facto standard. This study also aims to explore web design practices across-national border. Hypothesis was formulated to empirically test the use of web features and functions across countries. The chi-square analysis revealed that there was a difference in the use of e-commerce features and functions of four countries.
关键词：User interface; E-commerce; Website design. ; var currentpos;timer; function initialize() { timer=setInterval("scrollwindow()";10);} function sc(){clearInterval(timer); }function scrollwindow() { currentpos=document.body.scrollTop; window.scroll(0;++currentpos); if (currentpos != document.body.scrollTop) sc();} document.onmousedown=scdocument.ondblclick=initializeJournal of Arts; Science & Commerce;¡ö;E-ISSN 2229-4686 ;¡ö;ISSN 2231-4172;International Refereed Research Journal ¡ö ;w;w;w;w;w;w;.;.;r;r;e;e;s;s;e;e;a;a;r;r;c;c;h;h;e;e;r;r;s;s;w;w;o;o;r;r;l;l;d;d;.;.;c;c;o;o;m;m ¡ö Vol.¨C II; Issue ¨C3; July 2011 [78] ;Introduction: ;Web is one of the most revolutionary technologies that changes the business environment ;and has dramatic impact on the electronic commerce (e-commerce). E-commerce is defined as ;buying and selling of product; services; or information via computer network; mainly the internet ;(Wen et al.; 2001). ;As the fastest growing facet of the internet and other information technologies; e-commerce ;offers speed; convenience; and often cost effectiveness for today's busy shoppers; but many e-;commerce sites are still too hard to use and fall short on consumer expectations (Cho and Park; 2001). ;About a third of the time; users fail to purchase products from an e-commerce site because of "lost in ;hyperspace" (Nielsen; 1998). This problem may be attributed to engineering problems such as poor ;design of e-commerce sites (Liu et al.; 2003). Shneiderman (2000: 85 as cited in Bentley et al.; 2003) ;argues: ;"Designing for experienced frequent users is difficult enough; but designing for a broad ;audience of unskilled users is a far greater challenge" ;Furthermore he reports that there is a high level of frustration amongst users of computing ;systems and concludes that interface and information design breakthroughs are necessary to achieve ;higher levels of success. ;In e-commerce; the website is the firm's interface with the customer; and its usability is ;crucial to the success of the venture (Turban and Gehrke 2000). The web is the primary infrastructure ;for e-commerce and offers some advantages. First; a web site enhances the corporation's image and ;improves communications with other corporations; thus improving efficiency in business process and ;reducing cost (Alper; 1999; Zona Research; Inc.; 2000). Second; customer interface with sellers in ;cyberspace through the sellers' web site; therefore a well-constructed web site can determine the ;user's willingness to stay in a site; revisit it; and buy on the net. Whereas a poorly constructed web ;site can lead to lost revenues and negative effect on corporate image (Zona Research; Inc.; 2000). ;Although there have been many studies focusing on the importance of web site design ;features (Huang et al.; 2006; Kim et al.; 2003; Tarafdar and Zhang; 2006; Turban and Gehrke; 2000); ;there have been few studies that have sought to identify the standard features of user interface in e-;commerce web sites. ;There are many individuals and organizations have published their own sets of guidelines. Entering ;the keywords "web design guidelines" into an internet search engine returns about 7;860;000 hits. ;The objective of these guidelines is to help designers make a better design decision that will result in ;a more usable or useful design. However; many of those guidelines are abstract and open to broad ;interpretation. Determining what kind of empirical support is available for web design guidelines is ;particularly challenging. Jacob Nielsen in his September 13; 2004 Alert box column ;(www.useit.com/alertbox/20040913.html) states: ;"Users expect 77% of the simpler Web design elements to behave in a certain way". Several ;design elements are common enough that users expect them to work in a certain way. Here's ;my definition of three different standardization levels: ;.;Standard: 80% or more of websites use the same design approach. Users strongly expect ;standard elements to work a certain way when they visit a new site because that's how things ;always work. ;.;Convention: 50-79% of websites use the same design approach. With a convention; users ;expect elements to work a certain way when they visit a new site because that's how things ;usually work.
