Online Shopping Web Sites' Perceived Usability: A Case Study with Turkish Shopping Related Web Sites

Abstract

Using an online shopping website could be considered preferable to shopping from a crowded shop where one may interact with other people. The underlying reasons for this preference related to the psychology of the people; whether they are introverted or shy, or while online shopping, people may feel freer than being in a physical shop with lots of people, which may lead them to feel irritated [1]. On the other hand, the reason may relate to the websites' design and usability to make them a better option. This study aims to analyze the shopping sites' interface designs' perceived usability on users in Turkey and the relation of the websites' measured usability with the help of CogTool to make a comprehension between the findings. To reach this aim, first of all, a survey had conducted through an e-mail to choose the most preferred online shopping sites with 25 women. Afterward, one task had been decided; buying the same shoe for participants to complete to measure decided websites' usability. The usability test had been done with CogTool to the chosen websites, and a user test had been done with the ten female users out of 25 as a continuation of the first phase of the study. The study's findings show the underlying reasons for the preferences and the overlapping values between usability and user tests.