The development of the internet and the increasing number of e-commerce website caused many website owners and designers to begin to focus their attention on whether their platforms can produce good user satisfaction through good User Experience (UX). The impact of COVID-19 has also changed users’ habits as users find out the convenience of e-commerce during the pandemic. This research investigated user experience issues and strengths on key international and key Malaysian e-commerce websites. The four websites investigated in this research were: Amazon, Alibaba, Shopee and Lazada. This research employed the User Experience Questionnaire (UEQ), which focuses on hedonic and pragmatic attributes to collect quantitative data. Also, open-end questions were used to collect qualitative data. The data collected from each e-commerce website analyzed and the analyzed results for each e-commerce website compared with each other to identify issues and strengths of each e-commerce website. The results showed that Amazon had the highest scores for almost all the attributes except for two attributes; which related to: Familiarity and simplicity. However, the results showed that Lazada had the highest score in the familiarity attribute and Shopee had the highest score in the simplicity attribute. The results of this research also highlighted issues and strengths on the tested e-commerce websites which affect the user experience of these websites.

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User Experience (UX) Issues and Strengths on Key International and Key Malaysian E-Commerce Websites

  • Beatrice Lim Pei Ying,
  • Layla Hasan

摘要

The development of the internet and the increasing number of e-commerce website caused many website owners and designers to begin to focus their attention on whether their platforms can produce good user satisfaction through good User Experience (UX). The impact of COVID-19 has also changed users’ habits as users find out the convenience of e-commerce during the pandemic. This research investigated user experience issues and strengths on key international and key Malaysian e-commerce websites. The four websites investigated in this research were: Amazon, Alibaba, Shopee and Lazada. This research employed the User Experience Questionnaire (UEQ), which focuses on hedonic and pragmatic attributes to collect quantitative data. Also, open-end questions were used to collect qualitative data. The data collected from each e-commerce website analyzed and the analyzed results for each e-commerce website compared with each other to identify issues and strengths of each e-commerce website. The results showed that Amazon had the highest scores for almost all the attributes except for two attributes; which related to: Familiarity and simplicity. However, the results showed that Lazada had the highest score in the familiarity attribute and Shopee had the highest score in the simplicity attribute. The results of this research also highlighted issues and strengths on the tested e-commerce websites which affect the user experience of these websites.