Classification of Design Attributes for FMCG (Fast Moving Consumer Goods) Products Official Store in E-commerce Website to Increase Usability and User Satisfaction

摘要

The purchase of FMCG products through e-commerce websites is currently growing rapidly and will continue to improve in the following years. E-commerce companies collaborating with the FMCG company to create an official store on e-commerce websites. Official store for food and personal care products is a strategy where e-commerce and FMCG company like create an official store where the FMCG company can directly sell their products officially with an online system on e-commerce websites. Official store on each e-commerce website has a different interface design that aims to increase user satisfaction and usability. This study aims to classify design parameters according to user expectations and satisfaction and give strategies to increase the usability of the official store in e-commerce websites for FMCG products. Result in this study indicated that attributes design provide maximum contribution to the overall usability and satisfaction of the websites.