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Title:
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E-COMMERCE USABILITY: DO WE NEED GUIDELINES FOR EMERGING ECONOMIES? |
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Author(s):
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Edna Chelule, Marlien Herselman, Darelle van Greunen |
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ISBN:
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978-972-8939-18-2 |
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Editors:
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Katherine Blashki |
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Year:
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2010 |
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Edition:
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Single |
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Keywords:
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Usability, retail, e-commerce, heuristic evaluation, user evaluation, emerging economies |
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Type:
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Full Paper |
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First Page:
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19 |
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Last Page:
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26 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Many retail companies in the emerging economies specifically South Africa, have made great efforts to utilize the benefits of e-commerce to expand their businesses. E-commerce websites must be well-organized and intuitive to use, so that users can communicate and interact with online retailers to complete transactions successfully. Usable websites therefore are pivotal for e-commerce success. The user is the most important factor for company to gain higher profits. Hence users should be the priority in designing websites. However, designing usable websites in South Africa has proven to be a challenge since the population varies greatly with regard to cultural background. This paper presents the results of a usability study conducted on South African B2C bricks-and-clicks retailersÂ’ e-commerce websites. The study employed two evaluation techniques namely; user evaluation and heuristic evaluation (HE). The results indicate South African users have unique needs which shouldnÂ’t be ignored. |
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