EVALUATION OF THE USABILITY OF E-COMMERCE WITH DATA ENVELOPMENT ANALYSIS

Abstract

This study presents the analysis of the efficiency of e-commerce websites from the Usability test results, and the data that generally cover their performance on the web. In order to achieve the purposes, the study selected ten Heuristics proposed by Nielsen (1994) and added thirty more equally distributed heuristics. For the purpose of reducing the subjectivity of the analyzes, the study used input-oriented Data Envelopment Analysis (DEA), so as to observe which e-commerce would be efficient from the sequencing of Decision-Making Units (DMU), according to the aspects observed through performance variables. In addition, research on websites aimed to identify the factors: Frequency, Impact and Persistence, to determine the severity of the Usability issue. The survey results showed that the websites analyzed follow very peculiar patterns of the industry in which they operate. However, efficiency was perceived as the differential that is beyond the interface, comprising the shopping experience as a whole. And the customer service will be the means by which consumers would perceive efficiency in e-commerce in order to provide such efficiency in a general sense.