E-commerce System: An Examination of User Experiences of the E-commerce Site with the Standard User Interface

Abstract

E-commerce offers speed, convenience, and often cost-effectiveness for today’s busy shopper, but most e-commerce sites are still too hard to use. The problem with e-commerce sites is the controls and organization are different for each site. The question is that “Do e-commerce users need a standard navigation system to make e-commerce sites easy to use?” This research investigates how an individual’s perceptions of key beliefs surrounding the use of the e-commerce site with the standard navigation system would influence the individual’s decision to accept these e-commerce sites for online shopping purposes. This study applies the technology acceptance model (TAM), identifying components of usefulness, ease of use, and richness that predict user attitude toward the usage of the standard navigation system. The research uses a Web-based survey and is tested by TAM with path analysis. There are 129 subjects in the pretest samples. The study could identify features of the standard navigation system that might contribute to its usefulness, ease of use, and richness. The study would determine whether the standard navigation system would increase the usability of e-commerce or not. It could thus provide implications about usefulness, ease of use, and richness for e-commerce developers and practitioners.