Research on User Interface Perception Usability Evaluation of B2C Retailers in Large Appliances

摘要

The Internet industry is developing rapidly, and competition among various home appliance websites is fierce, improve the user's shopping experience in the website is the first urgent issue. Website interface as the main medium of user data exchange of information, to a large extent, affects the user experience and purchase intention. In this study, representative websites A and B were selected, and six groups of website interfaces that were representative in terms of design location were selected at the same time. In addition, using eye movement experiment to evaluate the usability of home appliance website interface perception, subjective perceived usability and objective eye movement indicators were measured and compared and analyzed. The experimental results show that site A and site B have significant differences in eye movement indicators, site A has a reasonable design in terms of commodity classification and login mode, while site B has a better design in terms of login, registration, customer service contact, delivery address, and after-sales content display than site A. Overall, site B has a relatively reasonable layout of functional areas.