A user experience study on C2C e-commerce localization in china

  • Authors:
  • Dan Guo;Zhengjie Liu;Zhiwei Guo;Kai Qian

  • Affiliations:
  • Sino European Usability Center, Dalian Maritime University, Dalian, China;Sino European Usability Center, Dalian Maritime University, Dalian, China;Sino European Usability Center, Dalian Maritime University, Dalian, China;Sino European Usability Center, Dalian Maritime University, Dalian, China

  • Venue:
  • UI-HCII'07 Proceedings of the 2nd international conference on Usability and internationalization
  • Year:
  • 2007

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Abstract

Chinese online commerce develops rapidly. How to give user the good shopping experience in C2C e-commerce website is discussed. In this research, we selected 22 college students, and let them try their first online shopping experience on two Chinese C2C e-commerce websites-Ebay(China) and Taobao which are designed under two different cultures, through the analysis of their experience process and satisfaction questionnaire, we found that in user's purchase decision process, the transfer and expression of function/ concept provided by website play a decisive role, shopping flow control have certain effect to the purchase implement process, and the main factor which impacts user 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 have effect to user's total shopping experience, but they do effect to the user's shopping feeling.