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首页> 外文会议>World multi-conference on systemics, cybernetics and informatics >E-commerce user experience: Do we feel under pressure during online shopping?
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E-commerce user experience: Do we feel under pressure during online shopping?

机译：电子商务用户体验：在线购物期间，我们是否感到压力？

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The main goal of e-commerce is to improve the usability of website, which nowadays brings a competitive advantage. If today's consumers arc not satisfied with websites, they leave them. It is so easy to visit the competitor's e-shop, it is only one click away. This study is an investigation of the role of emotional arousal (anxiety-like emotion) and engagement when completing online purchasing related tasks. We have chosen one of the most popular e-shops in the world - Amazon [1]. Amazon was a role model for e-commerce design for many years. [2] Nielsen said: "In 2001, we evaluated the usability of 20 e-commerce sites and Amazon was the clear winner, scoring 65% higher than the average of the other 19 sites. Having the Web's best usability served Amazon well: sales increased by 126% from 2001 to 2004". This website was tested, evaluated and then redesigned many times. Despite the fact that many tests were done, we would like to verify the impact to users. There is the potential to find out new usability errors. We examine the relationship, if any, between emotional arousal and engagement during a typical online shopping experience. Our aim is to make the shopping process less stressful and easier for the customers. The study is held in the period of November 2015 till March 2016. Participants are between 18 and 65 years old. They are asked to complete a set of no more than three tasks online. For each exercise the participants read a short set of instructions and complete a small task. The task requires the participants to either register to use a website, to add items to a shopping cart or to change their details. Data are non-invasively gathered, including interaction data between the participant and the website and physiological data measuring emotional arousal (anxiety-like data) and engagement. To collect the physiological data a number of standardized made-for-purpose sensors (GSR) are worn by the participant and eye movement data are gathered using an eye-tracker. The participants are asked to answer few questions on how they feel at this point (anxious or relaxed) at the start and end of every task. If there is a relationship between emotional arousal and engagement during online shopping experience, and if it shows us, that participants are under pressure in some particular tasks, it will mean there are usability errors on website. We can identify the errors, and finally make recommendations to those responsible for their removal. They can improve website usability, make online shopping easier for their customers.
机译：电子商务的主要目标是提高网站的可用性，如今带来了竞争优势。如果今天的消费者对网站不满意，他们就离开他们。只需轻按一下，即可轻松访问竞争对手的电子商店。这项研究是在完成与在线购买相关的任务时，对情绪唤醒（类似焦虑的情绪）和参与的作用的调查。我们选择了世界上最受欢迎的电子商店之一-亚马逊[1]。多年来，亚马逊一直是电子商务设计的榜样。 [2]尼尔森说：“在2001年，我们评估了20个电子商务网站的可用性，而亚马逊无疑是赢家，比其他19个网站的平均得分高65％。拥有最佳网络可用性的亚马逊服务很好：销售从2001年到2004年增长了126％”。该网站已经过测试，评估和重新设计。尽管已经进行了许多测试，但我们还是想验证对用户的影响。有可能发现新的可用性错误。我们会检查在典型的在线购物体验中，情绪唤起与参与之间的关系（如果有）。我们的目标是使购物过程中的压力减轻，并为客户带来便利。该研究于2015年11月至2016年3月进行。参与者年龄在18至65岁之间。他们被要求在线完成一组不超过三个任务。对于每项练习，参与者都阅读了简短的说明并完成了一个小任务。该任务要求参与者注册使用网站，将商品添加到购物车或更改其详细信息。数据是非侵入性收集的，包括参与者与网站之间的交互数据以及测量情绪唤醒（类似焦虑的数据）和参与度的生理数据。为了收集生理数据，参与者佩戴了许多标准化的专用传感器（GSR），并使用眼动仪收集了眼动数据。在每项任务的开始和结束时，要求参与者回答一些关于他们在这一点上的感觉（焦虑或放松）的问题。如果在在线购物体验中情绪唤醒和参与度之间存在某种关系，并且向我们表明参与者在某些特定任务上承受压力，这将意味着网站上存在可用性错误。我们可以找出错误，最后向负责清除错误的人员提出建议。他们可以提高网站的可用性，使客户的在线购物更加轻松。

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