Usability Problem Evaluation Method for E-Shopping

Today there are numerous electronic shopping accessible via websites that make our life convenient and comfortable. However, in the use of certain websites, users may encounter negative situations, such as the user's inability to reach their goal, inefficient interaction or inconsistency of design elements. These issues are called usability problems. These problems cause user dissatisfaction in using the website. Therefore, electronic shopping websites should evaluate usability problems before deploying. This paper we proposed a usability problem evaluation method for electronic shopping websites by using user-based evaluation through evaluation questionnaires. The proposed method was applied to six Thailand based electronic shopping websites that have different rankings analyzed by Similarweb. The experiments show that the proposed method can be used to evaluate electronic shopping websites. The results reveal that users encounter more usability problems in low-ranking than high-ranking websites and the problems most found in purchasing process features, especially in order cancellation sub-feature. Thus, developers can improve their websites based on these results.