1. Usability of E-Commerce Web Sites Longwood College Taryn L. Fox

2. Introduction Increase use of computer If web sites poorly designed: confusion, panic, frustration Then No Purchase Best indicator of design: success rate of users Success rate defined: whether or not user could complete task Subjective satisfaction: if not overall positive experience most likely not use again Five general criterion –how easily can new learner operate system –how efficient is system to experienced users –how easily methods for operating remembered –users satisfaction Design based on competence level of prospective user, accessed by both novices and experts

3. Procedures Convenience sampling Participants to find given textbook Each assigned to one of three web sites Stopped upon prompt to enter name or credit card Responded to survey questions regarding web site used

4. Methods Participants –18 participants –average age 20 –14 females, 4 males –11.1% freshmen, 44.4% sophomores, 33.3% juniors, 11.1% seniors. Materials –Ten, five-point rating scale questions –one open-ended question items did not address..

5. Please provide the following information. Your Age: ___ Your Sex: _____ M _____ F Your year in school: ___ Freshman ___ Sophomore ___ Junior ___ Senior For the questions below, please respond using the following scale: 1= Strongly Disagree 5= Strongly Agree SD SA 1.The total price of the product was clearly shown.1 2 3 4 5 2.I was confident in each step of the process.1 2 3 4 5 3.The directions given by the web site were clear.1 2 3 4 5 4.It was clear where to begin my search for the product.1 2 3 4 5 5.The web site was very tidy and clean (no “clutter”).1 2 3 4 5 6. If I were buying a similar product online, 1 2 3 4 5 I would consider using this web site. 7.The overall experience of buying the product was positive. 1 2 3 4 5 8. This web site was easy to use.1 2 3 4 5 9. It was clear when the product was ready to be paid for.1 2 3 4 5 10.I had no difficulty in finding the product.1 2 3 4 5 In the space below, please provide any other comments or thoughts on the design of this website. Web Site 1 2 3

6. Results 3.834.50 3.833.66 2.83 3.833.33 4.33 4.67 4.17 3.50 4.003.50 4.17 3.00 4.00 3.33 4.33 4.17 4.67 3.83 3.67 3.333.17 3.67 4.00 3.50 ecampus.com bestbookbuys. com Half.com Price was clear 1=Strongly Disagree 5=Strongly Agree Confident of steps Directions Clear Clear where to begin Site was tidy Would use in future Positive experience Site easy to use Clear when to pay No difficulty finding product

7. The scores Overall positive ratings, within narrow range Best ratings, bestbookbuys.com most scores > 4 Close second, Ecampus.com most scores in upper 3s to lower 4s Half.com scores mid to lower threes, no 4s

8. Bestbookbuys.com Highest rating, 4.67, clarity of where to begin search Lowest score, 3.83, clarity of directions and clarity of payment point Lowest score = highest score for half.com All other scores 4s Secondary directions for search process not clear Confusion at payment Clarify directions for process, esp. at payment Well on their way!

10. Ecampus.com Highest rating, 4.67, lack of difficulty in finding product Lowest score, 2.83, tidiness of the site Lowest score of all three sites All other scores high 3s to low 4s Merely tidy up the site, could have taken lead Clutter detracted from overall experience, 3.33

12. Highest rating, 3.83, price clearly stated Lowest score, 3.00, clarity of payment point Lowest scores of all three sites, mediocre throughout Overall experience, 3.17, second lowest for the site All other scores mid 3s Entire site over haul needed Search method, title or author search Half.com

13. Highest rating, 3.83, price clearly stated Lowest score, 3.00, clarity of payment point Lowest scores of all three sites, mediocre throughout Overall experience, 3.17, second lowest for the site All other scores mid 3s Entire site over haul needed Search method, title or author search

15. Thank you Any Questions?