Persona Based Merchandise Display On E-commerce Website

Recent Days, shopping on-line has been a part of people’s life. E-commerce website isthe most important part in showing the goods. At this stage, most of the researches onmerchandise display are concentrating on the shopping malls, supermarkets, and so on.Therefore, it is necessary to study on the merchandise display of E-commerce Website. Inthis study, the concept of user-centered was applied into the display of merchandise, andPersonas are created to present the target-user, and the Personas are used to guide the displayof merchandise. Then, a new site is created, and the validity of the changes of the new site isexamined at the last of this study.This research consists of three components. Interviewing method is used in the first partto confirm the dimensions to classify the Personas, and the behavior and the viewpoint arefinally picketed out to classify the Personas. Questionnaire Method is used in the second partto affirm the Personas’ characters, and the result is along with the expectation. So far, thePersonas are well constructed, including one primary Persona, one monitor Persona, and onenegative Persona, then they are used to guide the merchandise display. The last part of thisstudy is to examine the validity of the change of site. It take less time to search a target in thenew site than the old one, meanwhile the accuracy of the new site is higher. The degree ofsatisfaction is improved by the lead to Personas.Following conclusions can be summarized:Personas can be used in improving the merchandise display of on-line economy;The concept of user-centered can be used in merchandise display;...