Usability Evaluation of E-Commerce Mobile Application Muhammad Abdul Hafeez; Muhammad Saad Saeed; Sarah Chaudhry ...
University of Sindh journal of information and communication technology (Online),
04/2021, Volume:
5, Issue:
1
Journal Article
Peer reviewed
Open access
Mobile is not only reducing the distance between the people; it is also providing easiness for people to buy items remotely in just one click. In today’s global village, different companies like Ali ...Express, eBay, Amazon, Daraz, Olx, Goto, and others have provided electronic commerce (e-commerce) platforms by offering facilities of mobile applications for users. During the current coronavirus (COVID-19) pandemic, the e-commerce landscape is changing rapidly, and on top of health concerns, brands across the globe are concerned about how COVID-19 will impact e-commerce. Most of the people all around the world using these e-commerce applications for grocery, daily usage products, or for clothing. Providing a better User Experience (UX) to the users, the user interface (UI) of e-commerce applications should be simple and easy to use for attracting users. But there are usability issues that developers cannot comprehend because these issues can only be identified with the help of users interacting with the UI. Therefore, to evaluate the usability and to find out the user’s satisfaction System Usability Scale (SUS) is conducted on popular e-commerce mobile applications, including Ali Express, Daraz, and Goto. Sixty-Eight participants evaluated the interface from Pakistan. The results illustrated 71%, 69%, and 55% user satisfaction for Ali Express, Daraz, and Goto, respectively. Moreover, five usability experts evaluated the Goto interface to identify the existing issues in the UI. The results revealed a path for designers to develop an efficient UI interface for e-commerce applications.
The overall effectiveness of a website as an e-commerce platform is influenced by how usable it is. This study aimed to find out if advanced web metrics, derived from Google Analytics software, could ...be used to evaluate the overall usability of e-commerce sites and identify potential usability issues. It is simple to gather web indicators, but processing and interpretation take time. This data is produced through several digital channels, including mobile. Big data has proven to be very helpful in a variety of online platforms, including social networking and e-commerce websites, etc. The sheer amount of data that needs to be processed and assessed to be useful is one of the main issues with e-commerce today as a result of the digital revolution. Additionally, on social media a crucial growth strategy for e-commerce is the usage of BDA capabilities as a guideline to boost sales and draw clients for suppliers. In this paper, we have used the KMP algorithm-based multivariate pruning method for web-based web index searching and different web analytics algorithm with machine learning classifiers to achieve patterns from transactional data gathered from e-commerce websites. Moreover, through the use of log-based transactional data, the research presented in this paper suggests a new machine learning-based evaluation method for evaluating the usability of e-commerce websites. To identify the underlying relationship between the overall usability of the eLearning system and its predictor factors, three machine learning techniques and multiple linear regressions are used to create prediction models. This strategy will lead the e-commerce industry to an economically profitable stage. This capability can assist a vendor in keeping track of customers and items they have viewed, as well as categorizing how customers use their e-commerce emporium so the vendor can cater to their specific needs. It has been proposed that machine learning models, by offering trustworthy prognoses, can aid in excellent usability. Such models might be incorporated into an online prognostic calculator or tool to help with treatment selection and possibly increase visibility. However, none of these models have been recommended for use in reusability because of concerns about the deployment of machine learning in e-commerce and technical issues. One problem with machine learning science that needs to be solved is explainability. For instance, let us say B is 10 and all the people in our population are even. The hash function’s behavior is not random since only buckets 0, 2, 4, 6, and 8 can be the value of h(x). However, if B = 11, we would find that 1/11th of the even integers is transmitted to each of the 11 buckets. The hash function would work well in this situation.
This thesis investigates empirically multimodal socially interactive e-commerce interfaces. The overall hypothesis is that multimodal social interaction will improve the usability of e-commerce ...interfaces and increase the user‘s feeling of social presence, decision making and product understanding when compared to an equivalent non-multimodal socially interactive interface. The investigation consisted eight conditions in three experimental phases. The first experimental phase investigated non-socially interactive, static-socially interactive, and interactive-socially interactive interfaces (three conditions) using an e-commerce platform with a dependent sample of users (n=36). The second experimental phase continued with the comparative evaluation of a further two conditions based on the results of the first phase. An audio and an avatar-based socially interactive conditions were evaluated with two independent groups of users (n=18 for each group). The third experimental phase investigated three socially interactive conditions. These were text with graphics, auditory stimuli, and avatars. The results demonstrate that socially interactive metaphors in e-commerce interfaces improved the ability of users to use presented information effectively, make decisions in comparison to non-social or static social interactive interfaces. An avatar-based socially interactive e-commerce interface improved the user‘s social presence. A set of empirically derived guidelines for the design and use of these metaphors to communicate information in a socially interactive atmosphere is also introduced and discussed.
