Abstract:

Purpose - This study is aimed at evaluating the designs of the e-commerce web page interfaces in which customers are directly interacting on e-commerce sites that offer the possibility of shopping through the Internet with the customer experience in a real shopping environment. Method - Different e-commerce sites have been studied in the framework of the study, taking into account criteria such as product categories, target groups and customer groups. Customer experiences have been carried out on an e-commerce site that has been authorized to evaluate within the framework of ethical rules within the e-commerce websites. In the study, the maximum diversity sample method was used in the selection of the sample group. In total, 32 volunteers were given various tasks and asked to complete a real shopping process. Unconfigured interviews with participants who completed the shopping process were conducted. Qualitative data collected with the interview form have been analyzed using the MAXQDA 2020 software. Results - According to the results obtained, the participants made positive reviews about the main page in points such as category, menu, visibility and simplicity, while in sections such as color, product positioning, images, product information, they presented negative opinions. 75.7 (28) percent of participants said they were satisfied with the use of the e-commerce site, while 13.5 (5) percent said they were dissatisfied with the use of the e-commerce site. 62.3% of participants (33) have positive statements, while 37.7% (20) have negative statements. Discussions - Although various studies on e-commerce web pages, it is believed that the result of customer experience will contribute to the scope of web page interface assessment with quality data. This study is considered important in terms of the interpretation of the e-commerce page directly by the customer’s eye as a result of a real shopping process. A number of recommendations have been presented on the point of accessibility and improvement of web pages according to the results of the study. In the light of these recommendations, the work is expected to contribute to competitive superiority, building customer satisfaction and maintain their assets in a digital environment.

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