Evaluation of Interactive Website Design Indicators for e-Entrepreneurship
Abstract
:1. Introduction
- (1)
- Study important indicators of website design for e-entrepreneurship;
- (2)
- Construct an ANP assessment model of website design; and
- (3)
- Analyze the managerial implications of e-entrepreneurship website design indicators.
2. Literature Review
2.1. e-Entrepreneurship
2.2. Website Design
2.3. Website Interaction
2.4. Analytic Network Process (ANP)
2.4.1. Construction of Problem Structure
2.4.2. Pair Comparison of Decision-Making Criteria
- Ak, k = 1,2,…, K; refers to the Kth pairwise comparison matrix
- Wi, ij = 1,2,…, n; indicates the importance of factor i as evaluated by experts
- aii = 1, i = 1,2,…, n; stands for the pairwise comparisons between factor i and itself
- aij = 1/aji, aij = wi/wj, i,j = 1,2,…, n; refers to the extent of importance of factor i as opposed to factor j
2.4.3. Formation of Super Matrix and Selection of Plans
3. Research Design
- (1)
- Literature review and analysis.
- (2)
- The initially-established design indictors of interactive websites were used as the basis for the development of an expert questionnaire.
- (3)
- ANP analysis of the current situation of the case company.
- (4)
- The analysis of the ANP expert questionnaire.
- (5)
- Comprehensive comparison.
- (6)
- Confirmation of design direction.
4. Results and Discussion
4.1. Design Indicators of an Interactive Website and the Correlations
4.2. ANP Analysis of the Current Situation of the Case Company
4.3. ANP Analysis of Expert Questionnaire
4.4. Comprehensive Comparison and Analysis
5. Conclusions
5.1. Conclusion and Managerial Implications
- (1)
- According to the characteristics of the ANP, this study constructs a network system with a specific structure. Interactive website design indicators of e-entrepreneurship are generalized as (1) Design; (2) Checking; (3) Service; (4) Interactive; and (5) Promotion, including 19 design indicators. At the planning stage, the decision-making team can include different indicators to systematize the complicated issues.
- (2)
- By analyzing the current situation of the case company through the ANP, this study recognizes current website design points. This is based on customer service and data analysis. The top five are customized promotion, customer database, online questionnaire, simple operation of interface, and product ranking. They serve as a reference for the case company to plan strategies.
- (3)
- By analyzing the expert questionnaire through the ANP, we can respond to the key success factors of e-entrepreneurship and confirm the key points of interactive website design. This emphasizes the interaction between websites and customers and message transmission. According to the customers’ special needs, customized service and promotion are provided. The top five are product searching, price checking, product ranking, customized promotion, and advertising. Thus, we confirm the future website design direction of e-entrepreneurship for the case company.
- (4)
- According to the analytical results of Section 4.1 and Section 4.2, as to interactive website design indicators, there is a significant gap between the current importance for the case company and the experts’ suggestions. This demonstrates that in response to market changes, the execution strategy of the case company must be properly adjusted. However, does this mean to invest in all resources according to experts’ opinions? Based on the case study, it is necessary to develop a comprehensive comparison. Hence, we confirm that the key design indicators are product searching, price checking, product ranking, display of virtual reality, advertising, and reservation of e-papers. In online stores, customers cannot touch the products. Firms should try to more easily and authentically present products using multimedia data presentation techniques.
- (5)
- By the validation of key design indicators, this study recognizes the urgent factors that should be enhanced by the case company. Therefore, the managerial implication is as follows. With the vigorous development of the internet, consumers’ consumption behavior, as well as business and trading models, are changed. This study designs an ANP assessment model of interactive website design indicators. Thus, the case company changes from questioning to understanding the points for improvement. We suggest that for small and medium enterprises, website design companies and those who are interested in e-entrepreneurship can plan an interactive website design according to the findings of this study. They can even self-report using an ANP comprehensive assessment model to effectively lower the scope of strategy planning and focus on the construction of effective strategies. Thus, business decision-makers can make the right decisions, enhance effectiveness of corporate strategies and strengthen competitiveness.
5.2. Suggestions
5.2.1. 3C Product Distributors
5.2.2. For e-Entrepreneurs
5.2.3. For Future Research
Author Contributions
Conflicts of Interest
Appendix A
Categories | Design | Checking | Service | Interactive | Promotion | ||||||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Design indicators | WA | SOI | WB | PS | PC | PR | DVR | CD | REP | SC | CP | EM | MB | OUF | OQ | AD | L/P | CPN | MP |
Webpage announcement (WA) | 0 | 0 | 0.25 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 1 | 1 | 1 | 0 |
Simple operation of interface (SOI) | 0 | 0 | 0.75 | 0 | 0 | 0 | 1 | 0 | 0 | 1 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
Website browsing (WB) | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 |
Product searching (PS) | 0 | 0.8 | 0 | 0 | 0.25 | 0.25 | 0 | 0 | 0 | 0.333 | 0.75 | 0.667 | 0.163 | 0 | 0.168 | 0 | 0 | 0 | 0 |
Price checking (PC) | 0 | 0.2 | 0 | 0.163 | 0 | 0.75 | 1 | 0 | 0 | 0.667 | 0.25 | 0.333 | 0.297 | 0.2 | 0.349 | 0 | 0 | 0 | 0 |
Product ranking (PR) | 0.667 | 0 | 0 | 0.297 | 0.75 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0.540 | 0.8 | 0.484 | 1 | 1 | 1 | 0 |
Display of virtual reality (DVR) | 0.333 | 0 | 0 | 0.540 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
Customer database (CD) | 0 | 0 | 0.25 | 0 | 0 | 0 | 0 | 0 | 0.667 | 0.540 | 0.75 | 0.25 | 1 | 1 | 0.594 | 0 | 0.333 | 0.349 | 0.25 |
Reservation of e-paper (REP) | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0.163 | 0 | 0.163 | 0 | 0 | 0 | 0 | 0.157 | 0 | 0.140 | 0.168 | 0 |
Shopping cart (SC) | 0 | 0 | 0 | 0.25 | 0.25 | 0 | 0 | 0.297 | 0 | 0 | 0.25 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
Customized promotion (CP) | 1 | 1 | 0.75 | 0.75 | 0.75 | 0 | 1 | 0.540 | 0.333 | 0.297 | 0 | 0.75 | 0 | 0 | 0.249 | 1 | 0.528 | 0.484 | 0.75 |
E-mail (EM) | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0.333 | 1 | 0 | 0 | 0 | 0.333 | 0.297 | 0.349 | 0 | 1 | 0.75 | 0 |
Message board (MB) | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0.140 | 0 | 0.163 | 0.168 | 0 | 0 | 0 | 0 |
Online users’ forum (OUF) | 0 | 0 | 0 | 1 | 1 | 1 | 0 | 0 | 0 | 1 | 0.25 | 0.333 | 0.140 | 0 | 0.484 | 0 | 0 | 0 | 0 |
Online questionnaire (OQ) | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0.667 | 0 | 0 | 0.75 | 0.528 | 0.528 | 0.540 | 0 | 1 | 0 | 0.25 | 0 |
Advertising (AD) | 0.25 | 0 | 0 | 1 | 0.25 | 0.333 | 0 | 0 | 0.333 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0.75 | 0.75 | 1 |
Lottery/prices (L/P) | 0.75 | 0 | 0 | 0 | 0 | 0 | 0.25 | 0 | 0.667 | 0 | 0 | 0.333 | 1 | 0.75 | 0 | 0.540 | 0 | 0.25 | 0 |
Coupons (CPN) | 0 | 0 | 0 | 0 | 0.75 | 0.667 | 0 | 1 | 0 | 1 | 0.667 | 0.667 | 0 | 0.25 | 0 | 0.163 | 0.25 | 0 | 0 |
Media promotion (MP) | 0 | 0 | 0 | 0 | 0 | 0 | 0.75 | 0 | 0 | 0 | 0.333 | 0 | 0 | 0 | 0 | 0.297 | 0 | 0 | 0 |
Categories | Design | Checking | Service | Interactive | Promotion | ||||||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Design indicators | WA | SOI | WB | PS | PC | PR | DVR | CD | REP | SC | CP | EM | MB | OUF | OQ | AD | L/P | CPN | MP |
Webpage announcement (WA) | 0 | 0 | 0.072 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0.203 | 0 | 0 | 0 | 0.274 | 0.274 | 0.274 | 0 |
Simple operation of interface (SOI) | 0 | 0 | 0.216 | 0 | 0 | 0 | 0.085 | 0 | 0 | 0.261 | 0.261 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
Website browsing (WB) | 0 | 0.217 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0.203 | 0 | 0 | 0 | 0 |
Product searching (PS) | 0 | 0.077 | 0 | 0 | 0.089 | 0.089 | 0 | 0 | 0 | 0.041 | 0.092 | 0.067 | 0.021 | 0 | 0.017 | 0 | 0 | 0 | 0 |
Price checking (PC) | 0 | 0.019 | 0 | 0.058 | 0 | 0.266 | 0.324 | 0 | 0 | 0.082 | 0.031 | 0.033 | 0.037 | 0.025 | 0.035 | 0 | 0 | 0 | 0 |
Product ranking (PR) | 0.070 | 0 | 0 | 0.105 | 0.266 | 0 | 0 | 0 | 0.167 | 0 | 0 | 0 | 0.068 | 0.101 | 0.048 | 0.181 | 0.181 | 0.181 | 0.288 |
Display of virtual reality (DVR) | 0.035 | 0 | 0 | 0.191 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
Customer database (CD) | 0 | 0 | 0.178 | 0 | 0 | 0 | 0 | 0 | 0.307 | 0.184 | 0.256 | 0.089 | 0.448 | 0.448 | 0.212 | 0 | 0.066 | 0.070 | 0.079 |
Reservation of e-paper (REP) | 0 | 0 | 0 | 0 | 0 | 0.281 | 0 | 0.090 | 0 | 0.056 | 0 | 0 | 0 | 0 | 0.056 | 0 | 0.028 | 0.033 | 0 |
Shopping cart (SC) | 0 | 0 | 0 | 0.070 | 0.070 | 0 | 0 | 0.164 | 0 | 0 | 0.085 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
Customized promotion (CP) | 0.584 | 0.537 | 0.534 | 0.211 | 0.211 | 0 | 0.257 | 0.299 | 0.154 | 0.101 | 0 | 0.267 | 0 | 0 | 0.089 | 0.199 | 0.105 | 0.096 | 0.238 |
E-mail (EM) | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0.098 | 0.245 | 0 | 0 | 0 | 0.105 | 0.094 | 0.088 | 0 | 0.098 | 0.073 | 0 |
Message board (MB) | 0 | 0.151 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0.035 | 0 | 0.052 | 0.042 | 0 | 0 | 0 | 0 |
Online users’ forum (OUF) | 0 | 0 | 0 | 0.138 | 0.138 | 0.138 | 0 | 0 | 0 | 0.182 | 0.045 | 0.084 | 0.044 | 0 | 0.122 | 0 | 0 | 0 | 0 |
Online questionnaire (OQ) | 0 | 0 | 0 | 0 | 0 | 0 | 0.126 | 0.196 | 0 | 0 | 0.136 | 0.133 | 0.167 | 0.171 | 0 | 0.098 | 0 | 0.024 | 0 |
Advertising (AD) | 0.078 | 0 | 0 | 0.227 | 0.057 | 0.076 | 0 | 0 | 0.042 | 0 | 0 | 0 | 0 | 0 | 0.088 | 0 | 0.186 | 0.186 | 0.394 |
Lottery/ prices (L/P) | 0.234 | 0 | 0 | 0 | 0 | 0 | 0.052 | 0 | 0.084 | 0 | 0 | 0.029 | 0.111 | 0.083 | 0 | 0.134 | 0 | 0.062 | 0 |
Coupons (CPN) | 0 | 0 | 0 | 0 | 0.170 | 0.151 | 0 | 0.152 | 0 | 0.094 | 0.062 | 0.059 | 0 | 0.028 | 0 | 0.040 | 0.062 | 0 | 0 |
Media promotion (MP) | 0 | 0 | 0 | 0 | 0 | 0 | 0.155 | 0 | 0 | 0 | 0.031 | 0 | 0 | 0 | 0 | 0.074 | 0 | 0 | 0 |
Appendix B
Categories | Design | Checking | Service | Interactive | Promotion | ||||||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Design indicators | WA | SOI | WB | PS | PC | PR | DVR | CD | REP | SC | CP | EM | MB | OUF | OQ | AD | L/P | CPN | MP |
Webpage announcement (WA) | 0 | 0 | 0.200 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 1 | 1 | 1 | 0 |
Simple operation of interface (SOI) | 0 | 0 | 0.800 | 0 | 0 | 0 | 1 | 0 | 0 | 1 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
Website browsing (WB) | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 |
Product searching (PS) | 0 | 0.667 | 0 | 0 | 0.833 | 0.667 | 0 | 0 | 0 | 0.667 | 0.667 | 0.667 | 0.558 | 0 | 0.582 | 0 | 0 | 0 | 0 |
Price checking (PC) | 0 | 0.333 | 0 | 0.614 | 0 | 0.333 | 1 | 0 | 0 | 0.333 | 0.333 | 0.333 | 0.320 | 0.750 | 0.309 | 0 | 0 | 0 | 0 |
Product ranking (PR) | 0.200 | 0 | 0 | 0.117 | 0.167 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0.122 | 0.250 | 0.109 | 1 | 1 | 1 | 1 |
Display of virtual reality (DVR) | 0.800 | 0 | 0 | 0.268 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
Customer database (CD) | 0 | 0 | 0.750 | 0 | 0 | 0 | 0 | 0 | 0.750 | 0.571 | 0.800 | 0.750 | 1 | 1 | 0.540 | 0 | 0.558 | 0.558 | 0.250 |
Reservation of e-paper (REP) | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0.540 | 0 | 0.286 | 0 | 0 | 0 | 0 | 0.297 | 0 | 0.320 | 0.320 | 0 |
Shopping cart (SC) | 0 | 0 | 0 | 0.333 | 0.333 | 0 | 0 | 0.163 | 0 | 0 | 0.200 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
Customized promotion (CP) | 1 | 1 | 0.250 | 0.667 | 0.667 | 0 | 1 | 0.297 | 0.250 | 0.143 | 0 | 0.250 | 0 | 0 | 0.163 | 1 | 0.122 | 0.122 | 0.750 |
E-mail (EM) | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0.333 | 1 | 0 | 0 | 0 | 0.163 | 0.117 | 0.163 | 0 | 1 | 0.250 | 0 |
Message board (MB) | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0.540 | 0 | 0.614 | 0.540 | 0 | 0 | 0 | 0 |
Online users’ forum (OUF) | 0 | 0 | 0 | 1 | 1 | 1 | 0 | 0 | 0 | 1 | 0.667 | 0.297 | 0.540 | 0 | 0.297 | 0 | 0 | 0 | 0 |
Online questionnaire (OQ) | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0.667 | 0 | 0 | 0.333 | 0.163 | 0.297 | 0.268 | 0 | 1 | 0 | 0.750 | 0 |
Advertising (AD) | 0.857 | 0 | 0 | 1 | 0.833 | 0.800 | 0 | 0 | 0.857 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0.857 | 0.857 | 1 |
Lottery/ prices (L/P) | 0.143 | 0 | 0 | 0 | 0 | 0 | 0.667 | 0 | 0.143 | 0 | 0 | 0.333 | 1 | 0.250 | 0 | 0.297 | 0 | 0.143 | 0 |
Coupons (CPN) | 0 | 0 | 0 | 0 | 0.167 | 0.200 | 0 | 1 | 0 | 1 | 0.750 | 0.667 | 0 | 0.750 | 0 | 0.540 | 0.143 | 0 | 0 |
Media promotion (MP) | 0 | 0 | 0 | 0 | 0 | 0 | 0.333 | 0 | 0 | 0 | 0.250 | 0 | 0 | 0 | 0 | 0.163 | 0 | 0 | 0 |
Categories | Design | Checking | Service | Interactive | Promotion | ||||||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Design indicators | WA | SOI | WB | PS | PC | PR | DVR | CD | REP | SC | CP | EM | MB | OUF | OQ | AD | L/P | CPN | MP |
Webpage announcement (WA) | 0 | 0 | 0.124 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0.261 | 0 | 0 | 0 | 0.260 | 0.260 | 0.260 | 0 |
Simple operation of interface (SOI) | 0 | 0 | 0.497 | 0 | 0 | 0 | 0.263 | 0 | 0 | 0.263 | 0.263 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
Website browsing (WB) | 0 | 0.291 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0.261 | 0 | 0 | 0 | 0 |
Product searching (PS) | 0 | 0.309 | 0 | 0 | 0.473 | 0.378 | 0 | 0 | 0 | 0.279 | 0.279 | 0.276 | 0.313 | 0 | 0.241 | 0 | 0 | 0 | 0 |
Price checking (PC) | 0 | 0.155 | 0 | 0.349 | 0 | 0.189 | 0.419 | 0 | 0 | 0.140 | 0.140 | 0.138 | 0.179 | 0.420 | 0.128 | 0 | 0 | 0 | 0 |
Product ranking (PR) | 0.124 | 0 | 0 | 0.067 | 0.095 | 0 | 0 | 0 | 0.568 | 0 | 0 | 0 | 0.068 | 0.140 | 0.045 | 0.415 | 0.415 | 0.415 | 0.610 |
Display of virtual reality (DVR) | 0.496 | 0 | 0 | 0.152 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
Customer database (CD) | 0 | 0 | 0.284 | 0 | 0 | 0 | 0 | 0 | 0.163 | 0.091 | 0.128 | 0.130 | 0.234 | 0.234 | 0.093 | 0 | 0.098 | 0.098 | 0.064 |
Reservation of e-paper (REP) | 0 | 0 | 0 | 0 | 0 | 0.217 | 0 | 0.271 | 0 | 0.046 | 0 | 0 | 0 | 0 | 0.051 | 0 | 0.056 | 0.056 | 0 |
Shopping cart (SC) | 0 | 0 | 0 | 0.072 | 0.072 | 0 | 0 | 0.082 | 0 | 0 | 0.032 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |
Customized promotion (CP) | 0.237 | 0.177 | 0.095 | 0.145 | 0.145 | 0 | 0.160 | 0.149 | 0.054 | 0.023 | 0 | 0.043 | 0 | 0 | 0.028 | 0.175 | 0.021 | 0.021 | 0.193 |
E-mail (EM) | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0.065 | 0.084 | 0 | 0 | 0 | 0.018 | 0.013 | 0.013 | 0 | 0.061 | 0.015 | 0 |
Message board (MB) | 0 | 0.068 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0.044 | 0 | 0.069 | 0.044 | 0 | 0 | 0 | 0 |
Online users’ forum (OUF) | 0 | 0 | 0 | 0.084 | 0.084 | 0.084 | 0 | 0 | 0 | 0.062 | 0.041 | 0.024 | 0.060 | 0 | 0.024 | 0 | 0 | 0 | 0 |
Online questionnaire (OQ) | 0 | 0 | 0 | 0 | 0 | 0 | 0.062 | 0.129 | 0 | 0 | 0.021 | 0.013 | 0.033 | 0.030 | 0 | 0.061 | 0 | 0.046 | 0 |
Advertising (AD) | 0.123 | 0 | 0 | 0.132 | 0.110 | 0.105 | 0 | 0 | 0.113 | 0 | 0 | 0 | 0 | 0 | 0.069 | 0 | 0.077 | 0.077 | 0.132 |
Lottery/ prices (L/P) | 0.021 | 0 | 0 | 0 | 0 | 0 | 0.065 | 0 | 0.019 | 0 | 0 | 0.023 | 0.094 | 0.023 | 0 | 0.027 | 0 | 0.013 | 0 |
Coupons (CPN) | 0 | 0 | 0 | 0 | 0.022 | 0.026 | 0 | 0.305 | 0 | 0.097 | 0.073 | 0.046 | 0 | 0.070 | 0 | 0.049 | 0.013 | 0 | 0 |
Media promotion (MP) | 0 | 0 | 0 | 0 | 0 | 0 | 0.032 | 0 | 0 | 0 | 0.024 | 0 | 0 | 0 | 0 | 0.015 | 0 | 0 | 0 |
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Categories | Descriptions |
---|---|
1. Use of space | Online stores do not have the limitation of physical space, and they can be further expanded. |
2. Customer sources | The consumers of online stores are not limited geographically. |
3. Service offering | Offered with automatic service by computer system and service quality is more consistent. |
4. Exhibition of goods | Using multimedia techniques, goods can be presented to customers more authentically. |
5. Time limit | Online stores do not have the limitation of operating hours, and the trading can be at any time. |
6. Arrangement of personnel | Online stores are based on design maintenance and management personnel. The clerks are not needed. |
7. Expenditure of costs | The costs of rental, human affairs, and equipment of online stores are lower. |
Interactive Functions | Descriptions | |
---|---|---|
Design (DS) | 1. Webpage announcement (WA) | It announces the latest information and activities for users to approach the website and attract new members. |
2. Simple operation of interface (SOI) | When connecting with related information, users will not be lost on the webpages, and they can return to the website after connecting with others. It can avoid users’ lower intention of purchase by complicated operation. | |
3. Website browsing (WB) | By the navigation function of websites, users can be familiar with the website framework. Website navigation can be shown by an online map. | |
4. Opinion survey on websites (OSW) | Ask users to give opinions or suggestions on website content. | |
Checking (CK) | 1. Product searching (PS) | The goods on websites are classified with the indication of specifications, patterns, and functions for the users’ checking and purchase. |
2. Price checking (PC) | Websites provide users with total prices of goods and installments for consumers’ decision-making of purchases. | |
3. Product ranking (PR) | Users can easily search for popular products or hot goods on the websites. When purchasing goods, they have clear information, and it saves time. | |
4. Display of virtual reality (DVR) | Using virtual reality, products are displayed, and customers can even use the products. | |
5. Suggestions on new products (SNP) | Ask customers to offer suggestions on new products. | |
Service (SV) | 1. Customer database (CD) | Members’ personal basic information, such as birthdays, telephone numbers, identity and address are stored in a database for goods delivery, mailing of catalogues, and e-paper. |
2. Reservation of e-paper (REP) | Websites actively send e-paper to users regarding new products, prices, or activities. Hence, consumers can absorb the information and have more choices. | |
3. Shopping cart (SC) | Consumers immediately find the shopping list and goods and have a convenient purchase process. | |
4. Customized promotion (CP) | According to consumers’ different needs, the websites recommend suitable products. | |
5. Online problem diagnosis (OPD) | Ask customers to ask questions online, and answers are provided to solve problems. | |
Interactive (ITR) | 1. E-mail (EM) | When customers have any questions or need assistance, they can use e-mail. |
2. Message board (MB) | After purchasing goods, consumers can contact the firms online without missing the messages. In addition, they can freely express their opinions on various subjects. | |
3. Online users’ forum (OUF) | Users recommend or comment on the products after purchasing goods to allow other users to know the characteristics of goods. Professional managers will be responsible for the responses. | |
4. Online questionnaire (OQ) | Users fill in a questionnaire to provide their information and needs. Decision makers can obtain information to respond to customers. | |
5. E-cards (EC) | Sending e-cards to customers on various holidays. | |
Promotion (PRM) | 1. Advertising (AD) | They expose the products and enhance their reputation to make more people to know the products and increase potential consumers. Advertising is usually presented on TV and websites. |
2. Lottery/prices (L/P) | Shopping websites attract the visitors by prizes or lotteries. The activities promote he corporate image or products to consumers. | |
3. Coupons (CPN) | Websites provide coupons and attract consumers by discounts. | |
4. Media promotion (MP) | Customers can receive information regularly. | |
5. Online games (OG) | Users can play online games. |
Time | Activity | Participants Involved (No.) | Model and Criteria | Weight Elicitation |
---|---|---|---|---|
May-Jun. 2014 | Literature review and analysis | 8 (project team members) | Document Analysis (5 categories/24 indicators) | |
Jul. 2014 | Design indicators of interactive websites and the correlations | 3 (mostly experts) | 5 categories/19 indicators | Arithmetic average |
Correlations between indicators | Majority method | |||
Aug. 2014 | Analyzing the current situations of the case company | 8 (project team members) | ANP | Geometric mean |
Sep.-Nov. 2014 | Analysis of expert questionnaire | 3 (mostly experts) | ANP | Geometric mean |
10 (entrepreneurs) | ||||
50 (online shoppers) | ||||
Dec. 2014 | Comprehensive comparison | 8 (project team members) | We-Wc | |
Jan. 2015 | Confirmation of the design direction | 8 (project team members) | Focus group |
Design Indicators | Average Value | Remark |
---|---|---|
1-1 Webpage announcement (WA) | 8.76 | retain |
1-2 Simple operation of interface (SOI) | 7.79 | retain |
1-3 Website browsing (WB) | 7.73 | retain |
1-4 Opinion survey on websites (OSW) | 6.68 | delete |
2-1 Product searching (PS) | 8.79 | retain |
2-2 Price checking (PC) | 8.76 | retain |
2-3 Product ranking (PR) | 7.86 | retain |
2-4 Display of virtual reality (DVR) | 7.79 | retain |
2-5 Suggestions on new products (SNP) | 7.06 | delete |
3-1 Customer database (CD) | 8.75 | retain |
3-2 Reservation of e-paper (REP) | 7.78 | retain |
3-3 Shopping cart (SC) | 8.82 | retain |
3-4 Customized promotion (CP) | 8.73 | retain |
3-5 Online problem diagnosis (OPD) | 6.71 | delete |
4-1 E-mail (EM) | 8.76 | retain |
4-2 Message board (MB) | 8.79 | retain |
4-3 Online users’ forum (OUF) | 7.76 | retain |
4-4 Online questionnaire (OQ) | 7.33 | retain |
4-5 E-cards (EC) | 6.66 | delete |
5-1 Advertising (AD) | 8.86 | retain |
5-2 Lottery/prices (L/P) | 7.73 | retain |
5-3 Coupons (CPN) | 7.33 | retain |
5-4 Media promotion (MP) | 7.86 | retain |
5-5 Online games (OG) | 6.33 | delete |
Design Indicators | WA | SOI | WB | PS | PC | PR | DVR | CD | REP | SC | CP | EM | MB | OUF | OQ | AD | L/P | CPN | MP |
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Webpage announcement (WA) | V | V | V | V | V | ||||||||||||||
Simple operation of interface (SOI) | V | V | V | V | |||||||||||||||
Website browsing (WB) | V | V | |||||||||||||||||
Product searching (PS) | V | V | V | V | V | V | V | V | |||||||||||
Price checking (PC) | V | V | V | V | V | V | V | V | V | V | |||||||||
Product ranking (PR) | V | V | V | V | V | V | V | V | V | V | V | ||||||||
Display of virtual reality (DVR) | V | V | |||||||||||||||||
Customer database (CD) | V | V | V | V | V | V | V | V | V | V | V | ||||||||
Reservation of e-paper (REP) | V | V | V | V | V | V | |||||||||||||
Shopping cart (SC) | V | V | V | V | |||||||||||||||
Customized promotion (CP) | V | V | V | V | V | V | V | V | V | V | V | V | V | V | V | ||||
E-mail (EM) | V | V | V | V | V | V | V | ||||||||||||
Message board (MB) | V | V | V | V | |||||||||||||||
Online users’ forum (OUF) | V | V | V | V | V | V | V | V | |||||||||||
Online questionnaire (OQ) | V | V | V | V | V | V | V | V | |||||||||||
Advertising (AD) | V | V | V | V | V | V | V | V | V | ||||||||||
Lottery/ prices (L/P) | V | V | V | V | V | V | V | V | |||||||||||
Coupons (CPN) | V | V | V | V | V | V | V | V | V | ||||||||||
Media promotion (MP) | V | V | V |
Items of Evaluation | Evaluation of Current Situation | Experts’ Opinions | Comprehensive Comparison | ||||
---|---|---|---|---|---|---|---|
Weight (Wc) | Ranking | Weight (We) | Ranking | Gap (We–Wc) | Ranking | ||
Design | Webpage announcement (WA) | 0.048 | 7 | 0.034 | 12 | −0.014 | 13 |
Simple operation of interface (SOI) | 0.065 | 4 | 0.055 | 6 | −0.010 | 11 | |
Website browsing (WB) | 0.029 | 16 | 0.021 | 14 | −0.008 | 9 | |
Checking | Product searching (PS) | 0.037 | 14 | 0.175 | 1 | 0.138 | 1 |
Price checking (PC) | 0.037 | 13 | 0.150 | 2 | 0.112 | 2 | |
Product ranking (PR) | 0.061 | 5 | 0.110 | 3 | 0.050 | 3 | |
Display of virtual reality (DVR) | 0.009 | 19 | 0.043 | 9 | 0.035 | 4 | |
Service | Customer database (CD) | 0.126 | 2 | 0.048 | 7 | −0.078 | 18 |
Reservation of e-paper (REP) | 0.038 | 12 | 0.042 | 10 | 0.004 | 6 | |
Shopping cart (SC) | 0.041 | 11 | 0.030 | 13 | −0.011 | 12 | |
Customized promotion (CP) | 0.183 | 1 | 0.098 | 4 | −0.085 | 19 | |
Interactive | E-mail (EM) | 0.042 | 10 | 0.009 | 16 | −0.033 | 16 |
Message board (MB) | 0.017 | 17 | 0.008 | 18 | −0.009 | 10 | |
Online users’ forum (OUF) | 0.047 | 9 | 0.043 | 8 | −0.004 | 7 | |
Online questionnaire (OQ) | 0.073 | 3 | 0.018 | 15 | −0.055 | 17 | |
Promotion | Advertising (AD) | 0.048 | 8 | 0.065 | 5 | 0.018 | 5 |
Lottery/prices (L/P) | 0.032 | 15 | 0.008 | 17 | −0.023 | 15 | |
Coupons (CPN) | 0.058 | 6 | 0.038 | 11 | −0.020 | 14 | |
Media promotion (MP) | 0.011 | 18 | 0.005 | 19 | −0.006 | 8 |
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Chung, C.-C.; Chao, L.-C.; Chen, C.-H.; Lou, S.-J. Evaluation of Interactive Website Design Indicators for e-Entrepreneurship. Sustainability 2016, 8, 354. https://doi.org/10.3390/su8040354
Chung C-C, Chao L-C, Chen C-H, Lou S-J. Evaluation of Interactive Website Design Indicators for e-Entrepreneurship. Sustainability. 2016; 8(4):354. https://doi.org/10.3390/su8040354
Chicago/Turabian StyleChung, Chih-Chao, Li-Chung Chao, Chin-Hui Chen, and Shi-Jer Lou. 2016. "Evaluation of Interactive Website Design Indicators for e-Entrepreneurship" Sustainability 8, no. 4: 354. https://doi.org/10.3390/su8040354