Usability Evaluation of Ecommerce Websites: a Comparative Study of China and United States

Student: Khvan Tatiana

Supervisor: Ivan D. Kotliarov

Faculty: Saint-Petersburg School of Social Sciences

Educational Programme: Business and Politics in Modern Asia (Master)

Year of Graduation: 2020

On the global agenda, it is relevant to understand the principles and methods how to enter the foreign market, especially it concerns the companies from countries with rich and folk traditions. The research is dedicated to the cultural differences that impact directly on the development and perception of modern web design in China and the United States. It includes an overview of e-commerce, web usability, and their interrelations. The content analysis of the Eastern and Western online stores is presented. The paper describes the prerequisites for the formation of ethnic design model in web design, in particular the usability field. Keywords: web site usability, e-commerce, cultural differences, user interface, accessibility, Asia, China, automated evaluation methods

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