【作者】 郭丹； 刘正捷； 郭志伟； 钱凯；

【Author】 Dan Guo+, Zhengjie Liu, Zhiwei Guo, Kai Qian (Sino European Usability Center, Dalian Maritime University, 116026, China)

【机构】 大连海事大学中国欧盟可用性研究中心；

【摘要】 中国经济的快速发展使得很多商业网站都进入中国。所有的企业都在关注如何建设符合中国人使用习惯的网站。选取了22名没有过网上购物经历的在校大学生,让他们在两个不同文化背景下设计出来的交互风格和界面风格迥异的C2C电子商务网站淘宝网和Ebay易趣上进行初次网上购物体验活动,并通过对他们在整个体验结束后对网站的可用性、信息质量、界面质量的满意度评价的分析来寻找影响中国用户网上购物体验的关键要素。通过研究我们发现,影响用户购物体验的主要因素在于网站是否提供了用户所需的功能,而网站可用性、信息质量对用户的购物体验也有一定的影响,而两个网站的界面设计风格的不同也造成了用户在购物过程中的不同程度的情感满足。更多还原

【Abstract】 The rapid development of economic as well as the internationalization has led many commercial websites into China, they are considering how to build their website which accord with the Chinese aesthetic and usage. As amazon and ebay came into domestic market, the development of e-commerce in China is facing a new challenge and stepping into another developmental cycle, which make E-commerce website localization have more attention. Related data show that the Poor initial shopping experience would cause 50% of the users wastage, and the current college students will most likely become future Internet shoppers. We therefore selected 22 college students which have never online shopping experience in Dalian as our participant, let them try their initial online shopping experience in two Chinese famous C2C e-commerce website Ebay’易趣’ and Taobao which have different interaction style and uer interface designed in different culture and social context, and after their whole experience let their fill out a satisfaction questionnaire to evaluate five aspects(website usability, information quality, interface quality and user’s expection) to found the key elements which impact user’s shopping experience to help website designers design their website according with user’s aesthetic needs and usage. We analyze the users’ data with SPSS statistical analysis software. Through the means, ANOVA and loglinear regression analysis we make the result: first, users of the two websites all make the poor judge on the attractiveness of the site and the tasks completed efficiently; the different website design styles lead to the different user evaluation on user interface. Second, the main factor which impact users shopping experience is whether the website provide the convenient function for user’s shopping, and website usability, information quality s have certain effects on shopping experience; Although user interface design style can not affect the user’s whole satisfaction, but the different website design styles also caused users varying degrees of emotional satisfaction in the shopping process.更多还原