The Research On The Usability Evaluation Of B2C E-Commerce Website Selling General Merchandise In China

With the development of network technology and the global economy, e-commerce has achieved rapid growth. The number of websites is growing, the type of websites is increasing, and the function is getting stronger and stronger. But the problem on the usability of the website has become very important. In this paper, the usability of B2C e-commerce website where many kinds of general merchandise are sold is studied. It is hoped that the usability construction of China’s e-commerce website can be better regulated through developing a "B2C e-commerce website usability evaluation index system".At present, the development of China’s network economy is not mature, the research on the status of B2C e-commerce website construction is rare,and limits in technology mostly, the research focused on the usability of B2C e-commerce website is also less.The research on the usability of various types of website is not enough in China, and most of the researches on the usability of website are on the basis of the foreign theory and academic achievements. The conclusion of the research is inappropriate and inapplicable for B2C website in China.This paper introduces the theory on the usability evaluation of the e-commerce website, taking Microsoft Usability Guide(MUG) for reference, then the usability evaluation index system of B2C e-commerce is constructed. Through analytic hierarchy process, the index power is confirmed in this paper. And then, five domestic leading B2C e-commerce websites are selected as a target in the website usability research. Through the questionnaire, according to the usability evaluation index system of the website, the usability of the contents, ease of use, technology, service, promotion and emotion of the websites is evaluated. Finally, according to the results of the evaluations, the suggestions are proposed.