Things to Consider for Improvement of Usability of E-Commerce in Context of Bangladesh

Things to Consider for Improvement of Usability of E-commerce in Context of Bangladesh

Software Engineering Department

Umma Khatuna Jannat

ID:113-35-228


Daffodil International University

Outline

oBackground Info

oUsability

oMotivation

oObjectives

oResearch Gap

oResearch Questions

oHypothesis

oResearch Methodology

o Identifying Problems

o Expected Outcomes

oReferences


Background Info

o In Bangladesh the economy is growing very fast and the buying pattern of theconsumer has been changed.

oOnline shopping or internet shopping has paves the way to interact customers withmarketer in an easiest way. Internet based shopping is growing very fastthroughout the world. In 2012, US retail sale is $320 billion, increased by 18percent from previous year and internet now influences 27 percent of the totalretail sales.

o In Bangladesh have more than 2500 e-commerce websites and 1 million digitalbuyer overall and 50% of them are from Asia market. It is clear that e-commerceindustry is growing at a rapid pace in Bangladesh.


Definition

Usability

“Usability is a measure of the effectiveness, efficiency and satisfaction with which specified users can achieve specified goals in a particular environment”.

According to ISO 9241


Worry about Usability inE-commerce

o Up to 50% of potential sales lost because shoppers cannot find what theywant (Cohen & Thompson, 1999; Seminerio, 1998)

o 83% of shoppers left e-commerce sites due to poor navigation and slowdownloads (Thompson, 1999)

o 78% of shoppers abandoned their online shopping carts (BizRate, 2000)


Motivation

oMaking a E-commerce website usable is about reducing friction. It is aboutmaking it easy to use and making sure that the user can find product what he orshe needs without any considerable effort and satisfied.

o This is improve productivity, reduce error more then its improving qualitifulecommerce.

o Two forces, each pulling the user in opposing directions, can be defined

(Joshua Porter,2009)


Objectives

o Identify user’s perceptions and satisfaction levels of usability in ecommerce.

o Identify users trust issues and point of view in the online environment.

o To identify usability tests in Bangladesh E-commerce interface are possible more

effective.

o To provide a comprehensive guide to e-vendors on how to improve consumer

trust and enhance B2C e-commerce.


Research Gap

oAll the details about pricing including taxes must be clearly shown in the firstplaces. This is important so that the user will not think that they are beingcheated. Besides that, site efficiency is another important aspect that needs to betaken into account. Lastly, site interactivity is also an important aspect to bringmore users to the site. Site attractiveness is another ways to catch the attention ofmore users. The user loves attractive site compared to a dull one.

o The findings from the focus group analysis indicate that privacy is important infour aspects including financial detail, account detail, identity detail and contactdetail. In fact, the participants gave unequal importance to each of these aspects.Therefore, future research should consider exploring each of these privacy issuesand evaluate their impact on consumer trust in online shopping.


Research Questions

RQ Questions

RQ1 What is the relation between usability and B2C? How does it differ

from usability? Where does it intersect with e-commerce?

RQ2 What are the usability challenges in ecommerce website in context of

Bangladesh?

RQ3 What are the factor and design usability consider to increase e-

commerce development process?


Hypothesis

H1: Registration Page in websites is affects respondents of user perception ofusability in b2c.

H2:Accessibility in websites is affects user perception of usability in b2c.

H3:Help Mechanism in websites is affects user perception of usability in b2c.

H4:Trust in websites is affects user perception of usability in b2c.

H5:Catalog in websites is affects user perception of usability in b2c.

H6:Page Format in websites is affects user perception of usability in b2c.


Research Methodology

o In this study, some of data are collected from primary and secondary sources. Itincludes mixed method like interview and questionnaires. It includes availablepublications including different journals, magazines, research studies, websitesand books.

oUsing SUPR-Q method.

oData related to Bangladesh ecommerce activities. Systematic mapping study andsocial survey and official statistics are used as methodology to map and identifyusability and mitigation approach from both literature. Statistical tools andtechniques are used such as SPSS software. This overall process of methodologyis given as follows in the form of flowchart that has been followed in this study:


Figure: Research Process


Problem Themes Description of the Problem

Registration Page Registration page is so long and no editing system, consume

time.

Accessibility Images color, font style

Help Mechanism Help option, live support system and online chat option is

not good

Catalog Product comparison is not establish and price comparison to

another brand is not establish

Page Format Unwanted page open, tax option, easy to read, Menu bar,

page error, font page so long

Checkout Registration process

Language Some of use only English or Bangla

Trust User thinking lost money

Table 1.Usability problem and Description of the problem

Identifying

Problems


Some of

Website Name

o sellsbd.com

o giftbd.com

o amardesheshop.com

o hutbazar.com

o clickbd.com


Expected

Outcomes

oCritical aspects of the adoption of usability practices are expected to be revealedthrough this research with good sustainability performance.

o In addition, how this usability activities affects social attention to the customersand related stakeholders.

o Find out the research gap in this area and contribute in terms of gaps.


References

1. Sohaib Abdullah(2014),” Online Marketing in Bangladesh: Identifying Factorsbehind the Popularity of a Website”.

2. Sandeep Kumar Panda(2014),"A Usability Evaluation Framework for B2C E-Commerce Websites ”.

3. Roni Bhowmik,Shenyang (2012) , “THE PRESENT E-COMMERCESITUATION IN BANGLADESH FOR B2C E-COMMERCE”.

4. Vasilia Peppa, Sarantos Lysikatos & George Metaxas(2012)” Human-computerinteraction and usability testing: application adoption on B2C Web sites”.

5. Siddhi Pittayachawan (2007) “Fostering consumer trust and purchase intentionin B2C e-commerce”.

6. A. Sivaji, Shi-Tzuaan Soo(APRIL 2013)” A Comparison of Usability Testing Methods for an E-Commerce Website: A Case Study on a Malaysia Online Gift Shop”.

7. Md. Mohiuddin (2014) “Overview the E-Commerce in Bangladesh”.


References

8. Miguel Vargas Martin, Francisco Alvarez Rodriguez (2010) “A requirementstaxonomy and rating model for secure and usable B2C/C2C e-commercewebsites”.

9. Sangwon Lee, Richard J. Koubek (2010) “The effects of usability and webdesign attributes on user preference for e-commerce web sites”.

10. Ather Nawaz,Torkil Clemmensen (2013) “Website Usability in Asia “From Within”: An Overview of a Decade of Literature”.


Thank you!


Education

Things to Consider for Improvement of Usability of E-Commerce in Context of Bangladesh