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Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta1
CSAW 2004
Towards Appraising Online Towards Appraising Online StoresStores
Ernest CachiaMark Micallef
Software Engineering Process Improvement Research Group(SEPI)
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta2
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
IntroductionIntroduction
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta3
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Overall GoalsOverall GoalsE-C o m m e rce S y s t e m E-C o m m e rce S y s t e m
F o r m u la tio n
An aly s is
C o n t e n t a n dA r c h it e c t ur a l
D e sign
P ag e G en er a tio nan d T es tin g
C u s to m erE v alu a tio n
M e trica t io n Fra m e wo rk
0
20
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120
140
1 2 3 4 5 6 7 8 9 10
0
2
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S e cu rity C h e ck lis t
- L a t e st se c ur it y upda t e s inst a lle do n se r v e s- F ir e w a ll R ule s R e v ie w e d- Int r usio n D e t e c t io n U p t o D a t e- P a ssw o r ds c he c ke d f o rc o nf o r m a nc e
G u ide lin e s
- Im pr o v e t he st r uc t ur e o f y o urpr o duc t list be c a use it w ill c o nf uset he use r
R ep o s ito ry
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta4
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
The First StepThe First Step
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta5
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Initial TargetsInitial Targets• Identify most important quality attributes in e-
commerce systems• Limit Scope to the Online Store variety of E-
Commerce Systems (for the time being)• Success of such systems depends largely on
users accessing a website and buying products or services
• Therefore, users’ opinions should be given a large weighting
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta6
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Overview of ActivitiesOverview of Activities1. Research into existing work2. Discovering how e-commerce systems
differ from generic systems3. Designing a questionnaire4. Conduct a survey amongst 350 e-
commerce users5. Analysis of results6. Extraction of important e-commerce
attributes (and their importance ranking)
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta7
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
How do E-Commerce Systems How do E-Commerce Systems Differ?Differ?
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta8
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Why was this information Why was this information required?required?
• Identifying why e-commerce systems differ was an important step:– Further justifies the need for an e-commerce
metrication framework– Allows us to identify quality attributes based
on these differences
• 5 main differences were identified
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta9
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
How E-Commerce System How E-Commerce System DifferDiffer
• Content Driven (Navigability)• Exposed to the world (Security)• Browser-Based (Portability)• Enormous User Base (Scalability,
Multilinguality)• Frequent Change (Maintainability, Reliability)
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta10
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Survey OrganisationSurvey Organisation
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta11
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Survey DesignSurvey Design• Designed to rank importance of quality
attributes defined above
• Divided into two parts:– Section 1: Collection of demographic
information about users– Section 2: Collection of information about
which attributes are deemed most important by users
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta12
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Example Questions from Example Questions from Section 1Section 1
• Age Group
• Main use of e-commerce (personal or business)
• Education Level
• Frequency of online shopping
• Products/Services bought online
• OS, Browser, Devices
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta13
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Example Questions from Example Questions from Section 2Section 2
• Abandoned Transactions
• Reasons for abandoned transactions
• “First Impression” Factors
• Intentions when visiting an e-commerce site
• Ranking of attributes/features
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta14
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Survey ResultsSurvey Results
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta15
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Our Sample SpaceOur Sample Space• 350 Respondents
• 94% of participants were under 50 years old
• Browser usage, OS usage and Device usage compare to other surveys carried out
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta16
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
95%
7% 6% 4% 2% 3%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
InternetExplorer
Netscape Mozilla Opera Konquerer Other
BrowsersBrowsers
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta17
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
98%
9%
2% 1% 1%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Windows Linux/Unix MacOS Windows CE Other
Operating SystemsOperating Systems
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta18
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
93%
24%
2%5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Desktop PC Laptop PDA Mobile Phones
DevicesDevices
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta19
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
80%
32%30%29%26%25%24%
13%13%11%9% 8% 8%5% 4%
1%0%
10%
20%
30%
40%
50%
60%
70%
80%
Products
Books
Software
Hardware
Music
Holidays
Videos/DVDs
Electronics
Cinema/Theatre
IP Telephony
Clothes
Business Supplies
Business Travel
Toys/Games
Shares/Stocks
Food
Jewelry
Most Popular ProductsMost Popular Products
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta20
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
77%
23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Abandoned Transactions Never Abandoned Transactions
Abandoned TransactionsAbandoned Transactions
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta21
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
36% 35%33%
14%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Reasons
Website Error
Process too long
Site too slow
Delivery/Payment/PricingProblems
Browser CompatibilityProblems
Reasons for Abandoned Reasons for Abandoned TransactionsTransactions
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta22
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Security and Privacy IssuesSecurity and Privacy Issues
(1/3)(1/3)
• Security turned out to be an important factor• For example, when asked to identify a reason why they would prefer
not to use e-commerce, users replied as follows…
30%
36%
14%
7%5%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Touch Security Delivery Browse Trust Other
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta23
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Security and Privacy Issues Security and Privacy Issues (2/3)(2/3)
• How sure would you have to be about a site’s security capabilities before you buy from it?
44%42%
13%
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
WatertightSecurity
Minor Risks ConsiderableRisks
Security NotImportant
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta24
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Security and Privacy Issues Security and Privacy Issues (3/3)(3/3)
• When asked to rank the importance of quality attributes in order of importance, security received and average scored of 6.24 (out of a possible 7).
• This made it the most important quality attribute as perceived by users of e-commerce systems
• We recommended security as an essential quality attribute in e-commerce systems
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta25
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Portability Issues Portability Issues (1/4)(1/4)
• Refers to the extent to which a system is accessible from different operating systems, browser and devices
• Participants ranked portability as the 5th most important attribute (out of 7)
• Case for portability not too strong if one relies on the results of this survey
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta26
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Portability Issues Portability Issues (2/4)(2/4)
• 98% of respondents use WindowsTM -based OSs
• Almost 93% use Desktop PCs
• 95% use Internet ExplorerTM
• Less than 4% of users who abandoned transactions did so because of compatibility problems
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta27
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Portability Issues Portability Issues (3/4)(3/4)
• Results seem to indicate that portability is not important
• However one must be careful:– 88.7% of users will not change browsers so as to be
able to view a particular site– A small percentage of customer lost due to lack
portability might still amount to large amounts of lost revenue
– New mobile technologies are likely increase the importance of portability issues in e-commerce
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta28
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Portability Portability (4/4)(4/4)
• Portability is recommended as a necessary attribute in e-commerce systems
• However, in the current environment, compatibility with dominant technologies would seem to ensure a sufficient reach
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta29
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Performance and Scalability Performance and Scalability (1/3)(1/3)
• Speed is important to users
• 33% of users who abandoned transactions mid-way through did so because the site was too slow
• Only 18.4% would remain unconditionally loyal to their favorite site if it became slow
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta30
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Performance and Scalability Performance and Scalability (2/3)(2/3)
• What is the most important “first impression” factor you look for in a site?
30%
22%
7%
37%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Navigation Performance Aesthetics Reputation Other
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta31
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Performance and Scalability Performance and Scalability (3/3)(3/3)
• Participants ranked performance as the 4th most important quality attribute
• We are recommending Performance as an essential quality attribute
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta32
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Navigability Navigability (1/3)(1/3)
• Why did you abandon transactions mid-way through?
43%
36% 35%33%
14%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Reasons
Decided agains buyingproduct
Website Error
Process too long
Site too slow
Delivery/Payment/PricingProblems
Browser CompatibilityProblems
Also more likely tosimply find another site
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta33
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Navigability Navigability (2/3)(2/3)
• 72% of users know beforehand what they are looking for when visiting an online store
• This indicates that search and navigation features are important
• 30% of participants also chose navigation as their primary “first impression” factor
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta34
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Navigability Navigability (3/3)(3/3)
• Navigability was ranked as the 3rd most important attribute by users
• We are recommending usability with an emphasis on navigability as an essential quality attribute in online stores
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta35
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Multi-Lingual FeaturesMulti-Lingual Features• Not being recommended as an essential attribute
• The importance of such features is highly dependant on the context in which an online store is operating
• 51% of participants claim e-commerce systems could still be classified as a quality system if it had no multi-lingual features
• Respondents ranked this feature in 6th place (out of 7)
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta36
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Low-Bandwidth Version of Low-Bandwidth Version of SiteSite
• Some e-commerce sites have a text-only or low-bandwidth version available
• Useful for users with slow connections
• 52.5% of participants deem such a feature unnecessary
• Users ranked this attribute as the least important
• Considering increasing popularity of broadband connections, we are not recommending this as a necessary attribute
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta37
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Ranking of Essential Ranking of Essential AttributesAttributes
1. Security
2. Reliability
3. Navigability
4. Performance
5. Portability
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta38
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Conclusions and Further Conclusions and Further WorkWork
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta39
Introduction First Step How E-Commerce Systems Differ Survey Design Results Conclusions and Future Work
CSAW 2004
Conclusions and Further Conclusions and Further WorkWork• These results are an important first step to our overall goals
• Since this research we have explored:– Information Architecture– Graph Theory– Security
• Further work will include:– Investigation into each of the above attributes and how they can
be measured– Development of a metrication framework that will combine
metrics for different attributes together– Development of a list of guidelines– Incorporation of guidelines into framework
Towards Appraising Online Stores
SEPI Research Group, Department of Computer Science and AI
University of Malta40
CSAW 2004
Questions and DiscussionQuestions and Discussion