The Persuasive Research And Design Of E-Commerce Web Sites

With the development of Internet,online shopping—this new kind of consumption pattern and shopping concept is gradually filtering into persons' minds and everyday life. In China,while transaction volume of online shopping is keeping growing steadily, shopping websites become much more robust and mature.But problems still exist. Besides its convenience and speediness,online shopping also makes people,especially novice users,feel uneasy.For example,they worry that online shopping is unsafe or they are anxious about the quality of goods.In this thesis,we try to apply persuasion technology into the design of B2C websites,expecting that what we do could take off the novice users' care in the process of online shopping,and ultimately improve their purchase intension.The whole research process is divided into four phases as following:First phase:literature research.In this phase,by reviewing the basic knowledge of persuasion technology,including theory,research status,field and cases,a general research method of persuasion technology was proposed.Meanwhile,a persuasion evaluation system was established by collecting and arranging impact factors from the existing papers of online shopping.Second phase:shopping websites research.Researching on 12 well-known B2C shopping websites in China,a general shopping process was concluded.Then,with the method of usability testing,we conduct user research on a specific site—dangdang.com in order to collect data which impact novice users' first online shopping.Also the data is the base of persuasion design guidelines which will be established in the next phase.Third phase:guidelines establishment.Based on the persuasion theory,relevant research resource of shopping sites,and user research results of phase two,we established a persuasion design guidelines which is composed of 21 specific guidelines aligned by the general shopping process of B2C websites.Last phase:guidelines validation.On the basis of the guidelines,we redesigned dangdang.com.Then we conducted comparison research on the new dangdang.com and the original one,which found out that the persuasion guidelines do have some impact on online shopping.In this thesis,we conducted an exploratory research on persuasion guidelines of shopping sites,and achieved the expected goals.The method of user-centered design which was followed by the whole study and the results we got could give some suggests to the design of B2C shopping sites.Also,there is some of significance both in online shopping experience improving of beginners and promoting the development of online shopping.