EMOTIONAL USER INTERFACE TO ENHANCE USER EXPERIENCE TOWARDS E-COMMERCE WEBSITES IN PAKISTAN

Abstract
Many efforts were required to enhance user experience regarding e-commerce websites in Pakistan. There are many websites working as under influence of e-commerce. Major problem which is observed in Pakistan regarding e-commerce websites’ interaction with the user is not as par the international ecommerce websites due to absence of hedonic attributes. Two types of individuals, Customers and Users, are counted in the field of business especially in e-commerce. Successful e-commerce websites are those sites which convert user into customer. Many websites in Pakistan have excellent interface but have annoying elements (Searching, Navigation, lack of information about product) for a user. Good interface can increase the usability or interaction but not the good user experience. Study shows that major issues regarding user’s experience are not related to interface but with user’s emotions. Hedonic attributes like beauty, colour (related to culture and festive), visualization, sound effects, detailed description of product etc. leave great impact on user’s emotions so shophive.com is far behind as compared to daraz.pk due to the absence of these attributes. So, this study proposed Emotional User Interface (EUI) that was much helpful for the stated website lacking good experience of user. A prototype of e-Commerce website with hedonic attributes was developed for this empirical study. Questionnaire and User Experience (UX) Curve were used in this study to evaluate Pragmatic Quality (PQ), Hedonic Quality Identification (HQ-I), Hedonic Quality Stimulation (HQ-S) and Attractiveness (ATT). 100 participants were involved for this empirical study i.e., 50 Males and 50 Females and further they are further categorized regarding their age. They were allowed to use shophive.com and through questionnaire data was collected in first phase. Then they were allowed to use developed prototype and after using they again filled questionnaire for data collection in second phase. Then UX Curve was used to mapped that data. PQ, HQ-I, HQ-S and ATT sub domains of hedonic attributes were analysed. Then through SPSS quantitative analyses of data was made. HQ-I analysis showed that 89% users felt it connective and they felt that prototype brought them closer. Regarding HQ-S analysis showed that 91% users felt it as a new and novel attribute and 87% of them showed that prototype was not ordinary. ATT analysis showed that 91.1% users felt it as attractiveness attribute, 88.1% indicated that prototype was felt by them as inviting. 87.1% users declared that prototype is not repelling. So, study found HQ-I, HQ-S and ATT 10% to 15% incremented as compared to other websites.

About Mian

Qualification:- M.Phil ((Business Administration)
Research Experience:- Experiences include data collection in qualitative research and quantitative research, data analysis at SPSS and excel sheet,report writing and presentation of findings.

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