Study The User Experience Of China's C2C E-Commerce Website

With the rapid development of Internet Technology, On-line shopping is becoming a fashion way and the number of C2C e-commerce websites is exploding, which causes fierce competing with each other. So, it is urgent for an e-commerce business to improve user-experience to be successful.Researches on the user experience of C2C are still on its way and lots of things need to be done in China. Most available studies and researchers' work are just focusing on user-interface (UI). What's more, their understanding about user-experience is, to a large extent, limited by traditional theory, or simply affected by some foreign achievements. Thus, in order to improve the user-experience of C2C website in China, the author uses four iterative experiments containing steps as "studying on theory, making assumption, verifying, re-making assumption, re-verifying", and finally creates evaluation model called "The index measurement model of user-experience on C2C e-commerce website", with 42 measurement index in total.The index measurement-model consists of content, page structure, system and feedback, shopping operation, security, comment and supervision, interactive and transportation, sales promotion and concession. People always do shopping on-line with certain purpose, so the diversity and validity of the content of webpage are the two factors impacting user-experience most; page structure includes page elements and the layout, affecting user's feeling during shopping; real-time feedback from the website and the fast reaction of the server make users find what they want in a fairly short time; the whole judgment of the user-experience of the website can be formed by whether users can find the commodity they want in convenience and whether the operations are easy to accomplish; the on-line feature of C2C shopping makes the transaction security become the most concerned factor; the comment and supervision system can provide user with useful advice. Meanwhile, it also can impact users'trust to the fairness of the website; excellent interaction and trasportation service ensure the shopping a very interesting and pleasant process; sales promotion and concession can the effective way to give users added value.Finally, the author applies the conclusive model to measure the user-experience of Taobao.com and putts up some advices. The way of "integrating theory with experiments and practice" might be a little help for the research area.