The Empirical Study Of Personas On C2C E-commerce Web's User Experience

Good user experience is becoming the sticking point for almost every online shopping websites to get their competitive advantage, because of fierce competition and development boiltneck in C2C online shopping market. The thesis tries to find the way to improve the C2C online shopping experience by segmenting and using personas the swatch, which selectted from the C2C consumers.The thesis proves the persona principle and standard by research the online shopping user experience through doing survey, comparing and analysis the consumer feeling at these aspects: usability,facility and risk. The thesis can be divided into two parts, theoretical analysis and empirical research. In the first part the thesis uses Technology Acceptance Model to analysis the online shopping consumer cognition process, distinguish the C2C experience elements-- basic element, usability element, emotional element. By analysis, the thesis considers that persona plays a positive role in C2C user experience and provides the classification standards in three aspects: online shopping experience, life style and user experience difference. In the second part the thesis uses qualitative analysis to research the influence difference among the elements: online shopping experience, life style and vital statistics data. According to the qualitative analysis the thesis uses quantitative analysis try to find the concrete difference among the elements--online shopping experience, life style and basic element, usability element, emotional element. ALL sum up, the thesis get the persona standard and principle on C2C online shopping consumer.The thesis uses personas to segment consummers in many dimensions: personal character,online behavior,life stye and online shopping experience, and provides believable data swatch to support the consummer classification standards.