中国C2C电子商务网站的用户体验

通过学生用户试用在两个不同文化背景下设计出来的C2C电子商务网站——淘宝网和Ebay易趣,并进行初次网上购物体验活动,以及对测试后满意度问卷的分析,结果显示:在用户决定购买的过程中,网站概念/功能的传递和表达对用户的影响最大,它们会影响到用户的初次购买决定;而流程的跳转以及交互行为的不平衡会对用户的购买过程造成影响;对用户初次购物总体评价影响最大的是功能满足。两个网站的系统可用性与界面设计不能决定用户的总体评价,但却会影响到用户对网站的感觉。因此,创建一个对用户有用、好用和想用的购物网站就必须要满足功能、交互以及冲击三个层次的要求。

User experience study on Chinese C2C e-commerce web

In this research,college students did their first try of online shopping experience on two Chinese C2C e-commerce websites-Taobao and Ebay(China),which are designed under two different culture.By analysis of their experience process and satisfaction questionnaire,the results show that during user's purchase decision process,the transfer and expression of function/concept provided by website play a decisive role,which will influence user's first time purchase decision.Interruption of the shopping flow in shopping flow and unbalance of interaction behavior will have certain effect to the purchase process.And the main factor which impacts user's total experience is whether the website provides the necessary function for shopping.Both websites have their own advantages in either interaction or interface,although they do not effect the users' total shopping experience,but they do effect the user's shopping feeling.The website should give user satisfaction of function level,interaction level and impact level,if it want to be usable,useful and desired.