A Usability Evaluating Method For B2C E-commerce Website Based On Eye-tracking

In recent years,online shopping has become a way of life,its convenience attracts more and more users.As the first choice of shopping online,B2C e-commerce has developed rapidly with the increase of demand market.The B2C e-commerce is homogeneous seriously today,the user experience determines whether the website successes or not,a method to measure user experience is usability,so it is important for website to have an evaluating of usability.The paper carries the research of B2C e-commerce's usability on the base of previous study,combines the eye tracking technology and subjective questionnaire,explores the relationship between eye movement index and usability,sets the relationship model between eye movement index and usability.The main work of this paper includes the following aspects:(1)Select four representative B2C e-commerce websites,according to the user's purchase process and CTT task analysis,the website is divided into four usability evaluation node.(2)Complete four usability evaluating questionnaires for the different B2C e-commerce node based on the large number of literatures;then carry out an experiment to test whether the questionnaires can be used or not and test its reliability and validity;finally established usability evaluating questionnaires for the formal experiment.(3)Carry out the experiment with eye-tracking equipment to evaluate the usability of B2C e-commerce and find out the significant eye movement indexes by the way of single factor analysis of variance.(4)Using the Bayes discriminant analysis method to establish the model of the relationship between eye movement indices and usability,then test the model and complain the eye movement indexes in the model.The model can evaluate website's usability directly.