1. The Study on the Evaluation of Website Designs for Domestic Shopping Websites Advisor: Dr. Pi-Ying Hsu Advisee: Chun-Wei Chuang Date: May 18, 2011 1

2. Content 2

3. Introduction 3

4. Research background Under the circumstances of increasing rate of internet usage, internet has become the most important media for people to obtain their daily information 4

5. Research motivation To search and retrieve accurate and important information is a big issue to both the website users and the website designers. People may easily get lost in the internet if they don’t know how to choose the correct website for them 5

6. (Mcdermott, 2000) 6

7. purpose of the study To build the evaluation indicators which fit to the on-line shopping website designs and set the weight of each indicator according to the importance To provide the appropriate suggestions for the users and website designers according to the criterions of the evaluation indicators 7

8. Research questions What kinds of functions do the users care the most in shopping website and what is the weight of each function? 8

9. Literature review 9

10. Types of transaction mode Bill Clinton proposed a framework for global electronic commerce and divided the e-commerce into two types: Business to Business (B2B) and Business to Customer (B2C). (Bill Clinton, 1997) 10

11. Four types of transaction mode 11

12. Importance of website design Five key points to design the first page If the screen blank out over twenty seconds, the users will leave this website Koike Yoshitsugu (2000) 12

13. Importance of website design 2. If the loading time of the first page is over forty seconds, the users will leave. Also, the size of the documents or the software cannot be too big for the customers to download 13

14. Importance of website design 3. The users will decide to browse this website or not within six seconds and generate the good or bad feelings towards the website from their first sight 14

15. Importance of website design 4. If the users click the mouse over six times and still don’t find the information they want, they will leave the website 15

16. Importance of website design 5. The average time the users browse a website is twelve minutes. If the users cannot find the information they want within twelve minutes, they will leave and not go back to the first page again 16

17. BENEFITS OF ON-LINE SHOPPING Due to the privacy and anonymity in on-line shopping, the customers don’t have to contact with the sales people, so they may feel more relax buying things in on-line shopping store Alba, John, Barton, Chris, Richard, Alan and Stacy (1997) 17

18. SIGNIFICANCE OF THE STUDY There are few studies have been conducted to research the 3C shopping website design in Taiwan 18

19. methodology 19

20. Participants 20

21. procedure 21

22. Pilot study Randomly choose twenty 3C shopping websites in yahoo and have 30 participants to select the 1st ~ 3rd most recommended website 22

23. Pilot study 23

24. QUESTIONNAIRE DESIGN 24

25. QUESTIONNAIRE DESIGN 25

26. QUESTIONNAIRE DESIGN 26

27. QUESTIONNAIRE DESIGN 27

28. QUESTIONNAIRE DESIGN 28

29. Questionnaire design We use rank to calculate the weight of each factor, the factor in the first rank gets 10 points, the second gets 8 points, the third gets 6 points, the forth gets 4 points and the rest gets 2 points. 29

30. questionnaire Total score : 10+8+6=24 The weight of flash animation is 10/24=0.4167 The weight of video is 6/24=0.25 30

31. DATA ANALYSIS 31

32. Thanks for listening 32