International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
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 Volume 10, Issue 10 (October 2023), Pages: 208-221

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 Original Research Paper

Major and minor issues affecting the user experience on e-commerce websites

 Author(s): 

 Layla Hasan *

 Affiliation(s):

 Faculty of Computing, Universiti Teknologi Malaysia, Johor Bahru, Malaysia

 Full text

  Full Text - PDF

 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0001-9225-4398

 Digital Object Identifier (DOI)

 https://doi.org/10.21833/ijaas.2023.10.023

 Abstract

This research evaluated the user experience (UX) of the top three most visited e-commerce websites in Malaysia and identified the main and important issues (related to utilitarian and hedonic features) that affect the user experience while interacting with such websites. Specific criteria were developed to evaluate the user experience of e-commerce websites, consisting of 27 metrics to evaluate utilitarian features and 13 metrics to evaluate hedonic features. The evaluation was conducted in two stages using questionnaires and semi-structured interviews based on the developed criteria. Several major and minor issues were identified from the users' point of view that affect the user experience on e-commerce websites. Specifically, the users identified seven major usability problem areas on the websites, including “lack of detailed information about the products, inaccurate and unclear information about the delivery dates, slow downloading of the website pages, and lack of alternative methods for delivery of the order.” Users also identified two unique major hedonic problem areas on only one of the sites tested, related to: “Not an enjoyable experience” and “Not meeting user expectations.” In addition, users identified seven minor utilitarian problem areas and nine minor hedonic problem areas on the sites. Detailed specific issues related to these problem areas were identified and explained. Based on the results of this research, recommendations were proposed to achieve positive experiences on e-commerce websites from the users' point of view.

 © 2023 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 User experience, E-commerce websites, Utilitarian features, Hedonic features

 Article history

 Received 21 June 2023, Received in revised form 8 October 2023, Accepted 10 October 2023

 Acknowledgment 

No Acknowledgment.

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Hasan L (2023). Major and minor issues affecting the user experience on e-commerce websites. International Journal of Advanced and Applied Sciences, 10(10): 208-221

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 Figures

 Fig. 1 Fig. 2

 Tables

 Table 1 Table 2 Table 3 Table 4 Table 5 

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