000042794 E-business Website Evaluation & Recommendations A Case Study Based Trang web kinh doanh điện tử Đánh giá & Khuyến nghị Dựa trên một nghiên cứu điển hình
Introduction
Internet-enabled e-commerce has dramatically changed how people buy and sell goods and services (Bakos, 2001) As the Internet proliferates, web technologies empower e-businesses to offer convenient shopping environments with access to abundant information, enhancing consumer decision-making Projections indicate online retail sales of goods and services will grow from $45 billion in 2000 to $769 billion in 2010 (Dykema & Allen, 2000).
Despite optimistic forecasts, recent industry analyses show that the early promise of a more convenient online shopping environment is not being realized E-commerce retailers underperform in delivering high-quality service, with multiple studies highlighting usability and navigation issues that erode conversions For example, Zona Research (1999) found that 60% of web-savvy users dropped out of the purchasing process because they could not locate products on e-business sites; Rizzuti & Dickinson (2000) reported that 80% of experienced online shoppers abandoned a shopping session due to website interaction problems; and Creative Good (Rehman 2000) found that 43% of purchase attempts failed due to poor website usability These dismal statistics translate into lost sales and frustrated users who abandon self-service because of usability problems Although estimates vary, the pattern is consistent: poorly designed web storefronts hinder online shopping adoption Consumers will embrace online retailers only if the utility of online shopping exceeds that of traditional retail formats, so online retailers must create value by building online shopping environments that directly support the consumer’s purchase needs.
E-commerce has evolved into the second, mature phase, where success depends on retaining customers and delivering online operations that are justified by ROI In the first phase, companies aimed to capture a share of the virtual marketplace by establishing an online presence and attracting as many visitors as possible to their websites Now, as e-commerce matures, sustainable growth hinges on customer retention and ROI-driven online operations, which are required for survival (Agrawal, Aijona & Lemmens 2001).
Developing, launching, and maintaining an ecommerce website is a substantial investment for online retailers, with typical annual budgets of $1–2 million for setup and ongoing maintenance and leading sites spending as much as $8 million Despite the scale of these expenditures, high‑quality ecommerce website design remains more art than science, with many firms relying on intuition rather than data‑driven processes Compounding the challenge, design changes and their effects are rarely tracked, making it difficult to measure the return on investment and the true benefits of website design.
Proper website design is a crucial factor for any online business (Hahn 2003) However, research and theory on the features that make successful e-commerce sites remain limited Much of the literature is not grounded in empirical evidence but relies on subjective statements from experience and personal opinion Additionally, even among empirical studies and subjective writings, terminology is inconsistent, which complicates cross-study comparison.
There is an urgent need for a standardized, real-time performance evaluation tool to help e-commerce managers monitor and optimize their websites This study aims to identify a robust e-business model, develop a tool that assesses the overall quality of an e-business website, apply it to a case study, and provide practical recommendations on the characteristics that define a successful e-commerce site The findings will empower businesses to maximize revenue and growth by building high-performing e-commerce platforms and continually refining their online performance.
This study adopts a secondary research approach, conducting a literature review that summarizes, collects, and synthesizes existing research and the data from primary sources By mapping what has already been done, it conducts a gap analysis to identify unexplored areas and proposes extensions to advance and refine these prior works.
Secondary sources include prior research reports, newspapers, magazines, books, and journal articles, available in both print and electronic formats To ensure proper credit and avoid plagiarism, every source is meticulously cited using the Harvard citation style.
Despite a great effort has been put on this research, there is still some limitations that may affect its quality.
Time constraints pose a significant challenge, limiting the literature review and potentially causing us to overlook important empirical and subjective studies The evaluation relied on twenty-five judges, a relatively small sample that may undermine reliability Expanding the number of participants could yield more robust and convincing results, improving the overall credibility of the findings.
This undergraduate study relies on secondary research, synthesizing findings from prior primary studies A key limitation of this approach is that the data used in the analysis may become outdated due to the rapid pace of change in the technology field.
This study faces several situational factors outside the author's control The website design changed prior to completion, which could affect user interaction and data collection Additionally, participants accessed the site over the Internet, where modem speed constraints can influence load times and responsiveness, introducing variability into the findings These uncontrollable variables—web design changes and internet connectivity constraints—should be considered as study limitations when interpreting the results.
This study aims to evaluate an e-commerce website and provide actionable recommendations to improve its performance, following a structured, chapter-driven approach Chapter 2 delivers the essential background knowledge needed to understand the rest of the document; Chapter 3 conducts a literature review that synthesizes the features and properties of successful e-commerce websites; Chapter 4 translates these literature findings into a practical tool for evaluating e-commerce sites; Chapter 6 then applies this tool to assess a specific e-commerce website; in parallel, Chapter 5 investigates an e-business model, whose comprehensive understanding informs the architecture for website design and guides how a site is organized to generate revenue and profit; after the evaluation, the document presents conclusions and recommendations based on the integrated findings.
7 gives some recommendations to help firms conduct online business more effectively.
Background Knowledge
business and e-commerce
The Internet has grown from a quirky playground into a vital, sophisticated platform for business, and as the Web evolves further, the bar for online success continues to rise (Yang 2001) Online consumers bring high expectations and greater control than ever before, reshaping how they interact with businesses compared with traditional brick-and-mortar models (Loshin & Vacca 2005) In a short span, individuals and organizations have embraced Internet technologies to boost productivity, maximize convenience, and improve global communication, making the Internet integral to daily activities—from banking to shopping to entertainment (Agawarl 2008) Consequently, e-business and e-commerce have become essential components of human development, a point echoed by management expert Peter Drucker in his reflections on e-commerce.
The truly revolutionary impact o f the Internet Revolution is just beginning to be felt But it is not “information” that fuels this impact.
This isn't about artificial intelligence or simply computers making decisions It's about the explosive rise of e-commerce—the Internet becoming a major, perhaps the dominant, global distribution channel for goods, services, and even managerial and professional work This shift is profoundly reshaping economics, markets and industry structure, product and service flows, and consumer segmentation, values, and behavior, as well as jobs and labor markets Its impact could be even greater on societies and politics, and above all on how we see the world and ourselves in it.
Electronic e-commerce (EC) is the process of buying, selling, transferring, or exchanging products, services, and information via computer networks, including the Internet (Turban et al 2008).
Many people view e-commerce as limited to transactions between business partners, which makes “electronic commerce” seem narrow As a result, the term e-business is often used to reflect a broader definition of EC that includes not only buying and selling but also servicing customers, collaborating with partners, and conducting electronic transactions within an organization (Turban et al., 2008) In this paper, the term e-commerce is used frequently because the research is focused on buying and selling conducted over the Internet.
Sculley and Woods (1999) further defined e-commerce using the following four acronyms.
The focus of this study is on the business to customer (B2C) area o f the Internet (also is called e-tailing ) According to Nua (2000) first-time B2C buyers account for 63% o f all online sales.
Many experts have argued that Internet-based transactions or services are a vital ingredient for companies that have to compete with a growing number of competitors.
Hahn (2003) notes that the primary advantage of online transactions is their convenience and constant availability, powered by Internet access The removal of physical distance between customers and firms enables companies to expand their customer base and services more efficiently, creating a borderless market that can grow geographically without heavy investments in new stores or branches In addition, the 24/7/365 availability of online services provides flexibility for customers to complete transactions at any time This convenience saves customers valuable time by eliminating trips for driving, parking, and queuing during peak hours.
Value-added information is the second key benefit of online presence The Internet combines real-time audio communication with video capabilities and text-based details about products and services, enabling firms to deliver richer, more relevant content to customers (Nichovich & Cornwell, 1998) In addition to comprehensive product descriptions, online platforms can offer stock quotes, investment advice from Internet banks, and local weather, travel information, and community-related links, creating a more helpful and engaging user experience Online content can be updated continuously and instantly, ensuring universal access for Internet users whenever they desire it, while customers can view up-to-date account statements and retrace historical data through the website Online bulletin boards and discussion forums further provide a space for customers to exchange information with other members.
Used properly, the Internet can strengthen customer relationships by delivering services directly to customers’ homes or offices, enabling a company to solidify and extend engagement with its audience Today’s customers crave customized services but have little incentive to spend hours visiting stores or branches A practical solution is online customer relationship management (CRM): by building a customer data warehouse that records transactions, collects demographic data, and captures customers’ preferences, a company can derive actionable insights about what customers want and deliver tailor-made offerings—without requiring extensive in-person contact.
There are some obvious limitations relevant to service quality in EC.
First o f all, customers can not receive non-digital products or services without physical shipping Just as in the case o f traditional commerce, physical delivery o f products and services is still a critical process (Sharma 2006).
Further, the Internet market lacks personal contacts The Internet has eroded the personal relationship between employees and their customers Most customers, however, still prefer to face to face transactions.(Ariguzo et al 2006).
While convenience brings tangible benefits, it can be offset by unreliable systems and technical problems Internet server crashes and shutdowns are common, forcing customers to live with interruptions, and internet connections over home phone lines are often extremely slow Without adequate human oversight, mistakes can propagate through automated systems, resulting in a cascade of errors (Van Toom, 2006).
Online managers delivering products and services should be aware of the advantages and disadvantages of e-commerce, since these factors can reverse under certain conditions The challenge is to maximize the benefits of EC while minimizing its negative effects by implementing effective strategies, such as optimizing user experience, ensuring security and privacy, managing logistics, and leveraging data-driven insights to adapt to changing circumstances and customer needs.
In 1996, Forrester Research predicted that B2C e-commerce would reach $6.6 billion by 2000, up from $518 million in 1996 (Tewksbury, 1998) By 1998, B2C sales in the United States totaled about $43 billion, equivalent to roughly 1% of total retail sales (Greenberg, 2004).
Online retail spending is projected to grow, according to respected analysts such as AMR Research, Jupiter Media, eMarketer, and Forrester, though their estimates vary Jupiter Media (2006) projects online retail spend rising from $81 billion in 2005 to $95 billion in 2006, and reaching $144 billion by 2010.
71 percent of online users will use the Internet to shop, compared to 65 percent in 2005, and the Internet will influence nearly half o f total retail sales, compared to just 27 percent in
Global internet users reached about 700 million by mid-2006, and experts projected that up to 50% of users would shop online by then E-commerce growth was expected to come from both B2C and B2B, as well as newer applications such as e-government, e-learning, B2E, and consumer e-commerce Overall, online commerce and related digital services were poised to continue strong growth well into the foreseeable future.
Conceptual model of a simple e-commerce website
Site component step 1: Customer Greeting page(s)
Site component step 2: Product Catalog Page(s)
Site component step 3: Shopping Cart Page(s)
Site component step 4: Cash Out Ordering Page(s)
Component 1: The Catalog DB Tables
Exp ericen ce Tiw Tier Rules/Data Tier ■
Figure 1 Conceptual model o f an e-commerce website (source: Vinsohhaler, J 2001 )
A conceptual model of a simple e-commerce website on the Internet, developed by Dr John Vinsonhaler in 2001 and illustrated in Figure 2, captures the real nature and core concept of a successful online store The model represents the complete set of elements that comprise a website and is organized into two main sections.
■ Customer experience tier : This tier begins when the customer logs onto the Internet and starts interacting with a website in search of a product or service
■ Presentation tier: this tier is where the customer views and interacts with the website by completing one or more o f the four steps when attempting to locate and purchase a product.
• Site component step 1: Customer Greeting Page
• Site component step 2: Catalog Page
• Site component step 3: Shopping Cart Page
• Site component step 4: Cash out ordering Pages
• Component J \ Catalog DB Tables, contain database tables with text and images for product and services This step has a reverse connection to step 2: product catalog display
• Component 2: Customer Register Database Tables, contain the database tables with customer information such as name, address, shipping address, credit card information and
• Component 3: Customer orders database tables, contains database tables with orders for products or services, tracking, and prior purchasing information.
Section B: Associate Brick and Mortar
■ Business component 1: product sales and marketing systems, traditional business functions involving acquiring and marketing the products for sale.
■ Business component 2: accounting, billing and collection systems, functions o f the financial office of brick & mortar business.
■ Business component 3: product or service distribution system, getting the product or service to the buyer once the transaction has been completed is important.
Customer experience is the first tier of a conceptual model, guiding users to the presentation tier where the product can be viewed, selected, and purchased These two tiers directly engage the customer and can determine the success or failure of the entire business Consequently, website design emerges as a key factor for any online business, demanding careful attention to usability, clarity, and conversion.
Feature of a successful e commerce website
Literature Review
This literature review synthesizes published evidence on the features that define successful ecommerce websites and identifies which elements are needed to retain existing customers while attracting potential buyers It integrates findings from empirical studies and from features reported by website experts based on their subjective observations, and it provides a concise summary of how these elements collectively influence usability, trust, conversion, and customer loyalty in online retail.
Features of a website establish through empirical studies
Two empirical studies were reviewed and synthesized in this section All o f these studies used quantitative methods and stated the results
1 Satisfaction, frustration, and delight: a framework for understanding how consumers interact with websites
Escala et al (2001) examined how a buyer's expectations on entering a website are shaped by the buyer's goals, their proficiency in navigating the Internet, and their prior knowledge of the product The user's evaluation of the site depends on how the actual navigation experience aligns with what was expected, influencing perceived usability and overall satisfaction The study highlights three evaluative elements—satisfaction, frustration, and delight—that together define the user experience and can affect future online shopping decisions.
The researcher used 93 participants chosen from a large southwestern university and four greeting card website were chose as a case study The researcher used the following process:
• Participants were asked to complete a questionnaire with the following information - level of experience, attitude with purchasing greeting card online, and the demographic information of the participant
In this study, participants viewed two greeting card websites for five to ten minutes and then completed a second questionnaire that captured their perceptions of website design, their evaluations of the sites, and their buyer behavior choices.
Participants in the study browsed two of the four real online greeting card sites and sent a card to a friend, capturing their online behavior They self-reported their entrance and exit times, with these times logged according to the computer clock (Escalas et al., 2001).
According to Escalas et al (2001), website satisfaction stems from strong usability—when a site is organized in a clear, user-friendly way and meets or exceeds user expectations; frustration arises from slow page load times and confusing navigation; and delight is achieved when the site delivers unexpected value, such as multimedia content, surpassing the buyer’s anticipated satisfaction.
2 Factors affecting e-commerce web site effectiveness
In 2002, Udo and Marquis conducted a self-report survey of 150 e-commerce users to identify the features perceived as critical to a website and to attracting repeat customers The researchers noted that most features considered important for successful web design emerged from subjective writings, and there were relatively few empirical studies evaluating these subjective conclusions.
Udo and Marquis (2002) identify several features they consider important for designing a successful website, emphasizing factors that influence usability, accessibility, and overall user experience They suggest that these features are key to effective web design, but they do not specify the method used to select these particular features, leaving the rationale behind their choices unclear.
• User friendly - keeping the user in mind
• Cohesiveness: all the items on the page are related
• Consistency: the overall layout is the same for each page on the website such as, placement of the company logo, colors, navigation bars, and so forth
Consistent navigation across the website places the same navigation bars in the same location on every page, making it easy for users to move to any section of the site This predictable layout enhances usability and reduces clicks, ensuring a smooth and efficient browsing experience.
• Interactivity (customer service) is there a feedback mechanism that includes a physical street address, telephone numbers, email ?
• Graphics used sparingly or they used in excess, which can slow down the load time for the website
• Download time: is the time required to download each page kept at a minimum or is there multimedia that may slow down the download time for each page
• Advertisement: does the website have advertisements addressing other site and taking user away from the target site?
• Frames: are the sub windows and frames displayed within the main window, which may cause viewing and printing difficulties depending on the resolution of the users’ monitor?
A 31-item survey was administered to 150 university students, and 117 responses were received, representing 78% of the sample The survey solicited opinions on the features of a successful website Each participant allocated a total of 100 points across nine properties of a successful website in a hierarchical order of importance, and the researcher used a Likert scale to rank the categories, though the exact number of points on the scale remains unspecified.
According to the study, among nine features surveyed, only four demonstrated statistical significance: download time (3.873 points), navigation (2.516 points), graphics (2,402 points), and interactivity—customer service (1.592 points).
Researchers found that cohesiveness and consistency were not significant, likely because participants were confused by the meanings of individual words For any future studies using these terms, it is advised that researchers explicitly define each term prior to administering the survey (Udo & Marquis, 2002).
Empirical studies summarized in this section of the literature review identify a set of features that, according to different authors, are essential for effective website design aimed at attracting visitors and keeping buyers engaged These studies converge on the idea that user-centered design principles—emphasizing intuitive navigation, fast load times, clear calls to action, and a visually appealing layout—are crucial for converting visitors into customers and sustaining their interest Additional emphasis is placed on responsive design, strong product presentation, credible trust signals, and a seamless checkout experience as key drivers of usability, credibility, and conversion rates By synthesizing these expert perspectives, the literature highlights a shared view that well-structured, user-friendly websites enhance both user satisfaction and long-term engagement in e-commerce.
Features of a website reported through subjective observations by website experts
This section o f the literature review addresses seven subjective writings written by experts in web design A summary is presented giving an overview o f the writings.
1 Usability testing of website at Ameritech
Omanson and Schwartz(1997) identified five features that were important to website design Each of the five following features was based on experience and not an empirical study.
1 Accessibility: ensure loading time and all text formats are designed to load in a reasonable amount of time However, the term reasonable was not defined.
Organize the site with a logical structure across all pages, placing headers, content sections, and navigation tools in the same location on every page Keep pages uncluttered and visually pleasing with a simple, consistent layout to enhance readability, navigation, and SEO.
3 Navigation: avoid dead-end pages with no navigational options and long scroll downs However, a strong internal search feature should allow the guest to search the site using key words.
4 Aesthetics: avoid blinking and flashing text; visual clutter distracts from or disturbs the overall informational or visual impact; avoid confusing and ambiguous text and graphics
5 Miscellaneous: avoid illegible text due to low or poor contrast with its background; provide instructions on how to download helper application; give download times in advance.
2 How to design a customer-friendly online store: usability guidelines
Bevan (2001) wrote the guidelines for website design from his experience and not empirical analysis:
To optimize user experience and SEO, avoid collecting personal information through lengthy questionnaires before a visitor enters your website Keep the initial visit lightweight with minimal data requests, presenting clear, essential details A minimal-data, privacy‑friendly approach creates a simple storefront that differentiates your brand, delivering fast, easy navigation and a frictionless shopping experience that visitors can trust.
Design the layout in a simple, meaningful way by avoiding technical terms and using everyday language Use a real-life store as your model: the buyer’s experience when entering a brick-and-mortar shop should mirror what they see when entering your online store, creating a seamless, intuitive online shopping experience that reflects the same visuals, flow, and customer vibe as the physical store.
3 Use labels to show your product Make them easy to read and understand Guests want the experience o f seeing with a sense of being there.
4 Ensure search facilities use common terms Don’t use the slang or jargon for the industry.
5 Provide a detailed text description of your product in addition to the picture
6 Use a logical order of search results: product name, price or category, shipping charges and customer service.
7 Change the content but not the basic layout Not changing the content of the site may cause frustration and the guest to leave the sites.
8 Provide information about whether the item can be purchased only online and other options or sources for making the purchase.
E-commerce website evaluation
The creation of e-commerce website evaluation scale
The literature review is divided into two sections: empirical studies and subjective studies Empirical studies are those in which authors involve participants to rate websites and explicitly define the website features being evaluated In contrast, subjective studies rely on the judgments of authors or experts, defining website features based on their knowledge and experience This dual approach integrates data-driven assessments with expert insight to evaluate website quality and functionality.
An extensive literature review on website design involved careful reading and dissection of each work to extract the authors’ phrases related to design, followed by compiling a comprehensive list of those expressions To synthesize these insights, content analysis was employed to code words and phrases from the texts into concept-driven categories through relational analysis This approach organized the authors’ ideas into standardized features and ultimately distilled them into a cohesive property, as described by Barnes (2002).
Each author’s phrase was written on paper and tagged with the study type (empirical or subjective), the author’s name, and the publication date, creating a clear, searchable record in the section titled ‘Author’s Phrases’.
Using content analysis to standardize the author’s phrases from the literature, we grouped statements by the same or similar theme related to website performance and page load times For example, Udo and Marquis (2002) suggest that the time required to download each page should be kept to a minimum; Omason and Schwart (1997) state that designers should ensure download times stay within a reasonable range; Turban et al (2008) point out that every page on a website should have a fast download time From these aligned concepts, the standardized phrase “Quick download time” was created.
Properties were defined as groups of very similar, standardized phrases identified through content analysis The analysis formed groups around features such as quick download time, short URL addresses, no unnecessary graphics, and no orphan pages Taken together, these features enable users to complete tasks with greater efficiency, making Efficiency the key property that emerged from this example A sample of the content analysis for this property illustrates how streamlined design and task effectiveness align with user performance.
‘Efficiency’ is provided in Figure 3.
Using the same procedure, the authors summarized and synthesized nearly one hundred feature values and organized them into standardized properties From these standardized features, several key properties emerged, revealing the underlying structure and relationships in the data and supporting more robust analysis.
A complete features and properties could be found in Figure 4.
Figure 3: C on ten t an alysis for property 'Efficiency'
Figure 4: Properties and features used for e-com m erce w ebsite evaluation
Inform ation contained on the w ebsite is easy to understand
Information quality Be van (2001) , T urn b an et al (2008)
Inform ation contained on the w ebsite is current and tim ely
There are review s, testim onials or com m ent on the products
U do & M arq u is(2002) Provide navigation b a r or colum n
(1997) Has an internal search engine
T urnban et al (2008) Have catalog feature
T urnban et al (2008) Provides shopping cart access
Ecommerce T urnban et al (2008) D isplays a return po licy functionalities
Be van (2001) Provides shipping and handling charges
Be van (2001) Provide an express cash out
T urnban et al (2008) Provides one tim e account creation
T urnban et al (2008) Provide pay m en t option
The w ebsite repeats the sam e w eb layout and overall look across w eb pages
Consistency (T urban et al 2008) Has consistent inform ation
N avigation aids have the sam e form at, style, and in the same location on each page
(2001) Provides and attractive p ro d u ct display
Bevan (2001) Provides transaction security information
Security & reliability Bevan (2001) Provides a physical address and telephone number o f the company Spyridakis 2000) Provides back office assistance
(Bevan 2001) The website contains online support
Udo & Marquis (2002) There are places where custom er can submit feedback and ask question Udo & Marquis (2002),
Spyridakis (2000) Does each page serve a single purpose
Spyridakis (2000) Has the im portant information listed first
K eeker (1997) Use a com m on language
Udo ÄM arquis (2002), Escala, Jam & Streb el
Provides quick download time (less than 12 seconds)
T u rb a n eta l (2008) Have a descriptive and memorable URL address Udo & M arquis (2002) No unnecessary graphics
No orphan or dead end pages
K reeker (1997) Scroll down is not too long
Turban et al (2008) Require few clicks to locate the desired product (3-4 clicks) Spyridakis (2000) Has easy to read font
T u rb a n e ta l (2008) Has all text aligned left
E-commerce website evaluation scale was divided into the following sections
In the "Checklist of Features" section, judges indicate which features are applied to a site by placing a checkmark in the blank in front of each feature; more than one feature can be selected for a site.
Check the feature below that you have viewed in the web page ( you may check more than one feature ) _
Provide quick download time ( provides download time usually less than
12 seconds per page on the website
Have a descriptive url address ( has short URL address that describe the product such as www.dell.com)
No unnecessary graphics ( eliminates pictures or animation that are unrelated to the product)
No orphan or dead end pages ( eliminates pages that do not lead to another page or forces the buyer to return the home page)
Require few click to locate the product ( 3-4 clicks to locate the desired product _
2 Rating scale: In this section, judges were asked to rate an entire website using a four-point Likert scale, where 1 = poor, 2 = mediocre, 3 = good, and 4 = excellent (Escalas et al., 2001) A sample of the rating scale can be found in Figure 5.
Please rate the website by circling one o f the four words below that best applies
Customer ratings are presented as four levels: Poor, Mediocre, Good, and Excellent, each tied to the likelihood of making a future purchase Poor means I would not return to make another purchase; Mediocre means I might return to make another purchase; Good means I would return to make another purchase; and Excellent means I definitely would return to make another purchase This concise scale communicates overall satisfaction and future buying intent, helping teams gauge product quality, service, and customer experience for optimization.
Figure 6 : Likert scale (source: Escalas et al 2001)The complete exact copy o f this evaluation form is included in the questionnaire provided in the appendix A.
Website selected for the study
Selected websites must fall within the study’s scope, which centers on the business-to-consumer (B2C) segment of the Internet Specifically, the site should conduct its business by selling products or services directly to individual customers.
To evaluate the website fairly, a sample of judges was selected that included both website design professionals and ordinary users with no web design experience Using two judge types helps ensure a balanced assessment by combining expert design insight with real-world usability feedback Design professionals tend to provide precise, design-focused critiques, while non-designers offer practical perspectives on ease of use, navigation, and overall user experience for the investigated site.
(2001) said that the ultimate purpose of a website is for the usage of end users, the respond from normal users is also important and need proper consideration.
Judges completed an evaluation process that started with reading the instructions, using the website to purchase an item, and completing the e-commerce evaluation scale included in the questionnaire Each page of the questionnaire targets a specific website design attribute derived from a synthesis of the literature In addition, judges provided an overall assessment of the website, categorizing it as excellent, good, mediocre, or bad.
Checks was obtained from a checklist of features section for each judge based on the number of features for each website with 39 checks possible was converted into scores Each check is one score Scores obtained from each questionnaire then be added to give a total score. o Rating score:
The evaluation form, as show in appendix A, have the overall judgment of the website with rating scale section with four alternatives The number of people choosing each level of rating is computed and should be converted into percentage This section should make this point clear: of all participants, how many feel the site is excellent, good, mediocre or bad.
After collecting the entire questionnaire, data will be processed by the frequency distribution for the checklist of features score and the overall rating.
The frequency distribution of the feature-score checklist shows how scores are spread across interval classes (e.g., 1–4 and 5–10), with the number of observations recorded in each class A histogram makes this information easier to understand: rectangles are drawn with bases corresponding to the class intervals and areas equal to the observed counts in each class When class widths are equal, the heights of the rectangles are proportional to the number of observations in their classes, providing a clear visual summary as described by Selvanathan et al (2004).
The Importance of E- business M odel
During the early phase of building an e-business, companies rushed to deploy an e-commerce website, prioritizing speed to beat the competition over scalability, reliability, or engaging content These first-to-market consumer sites often lacked integration with the manufacturing side of the business, which was separately building internet-based relationships with suppliers That disconnect posed a real challenge as the customer base grew, with increasing requests for real-time order status and more complex returns, underscoring the need for tighter end-to-end integration across online storefronts, manufacturing, and supplier networks.
Eddington (2006) argues that the core challenge of an e-business model is turning vision and market opportunity into a viable business To address this, organizations must develop a strong marketing strategy and detailed plans, and design and deploy effective business solutions Those who successfully architect, develop, and deploy e‑business solutions should formulate and adopt a comprehensive business plan Given the critical role of Internet technologies and integration requirements, it is advisable for organizations to adopt a comprehensive planning framework—an actual e‑business model This structured planning approach enables the organization to assess, plan for, and implement the multiple aspects of an e‑business.
A business model describes the basic framework of a business It is the method of doing business by which a company can generate revenue to sustain itself (Rappa 2003;
A solid business model defines who you serve (the target market or customer segment), what service or product you offer, how the service is produced (the operational model), and how you plan to generate revenue over the long term—especially through the Internet—while outlining your position in the industry value chain Drawing on Timmers, a business model is an architecture for the product, service, and information flows, detailing the business actors and their roles, the benefits they receive, and the sources of revenue Weill and Vitale extend this to the e-business model, describing the roles and relationships among a firm’s consumers, customers, partners, and suppliers, and mapping the major flows of product, information, and money along with the key benefits to each participant.
Because the focus o f this study is on B2C type of e business transaction, this section will describe in more details at the various B2C models and their classifications
E-tailing business models can be categorized in multiple ways: by the scope of items offered (general‑purpose versus specialty e-tailers), by the geographic reach of the sales region (global versus regional), and by revenue models Turban et al (2008) add another perspective by classifying models according to the distribution channel used, outlining five distinct categories.
1 Mail order retailer that go online:
Traditional mail-order retailers, such as Lands' End, expanded their reach by adding the Internet as a new distribution channel Although many of these brands operate brick-and-mortar stores, their core distribution strategy remains direct marketing.
Manufacturers like Dell, Nike, and Sony market directly to individual consumers through their own websites, embracing a direct-to-consumer model that complements traditional channels Most of these brands are click-and-mortar, operating their own physical stores or selling through authorized retailers.
These e-tailers do not have physical stores, only an online sales presence Amazon.com is an example of a pure-play e-tailer.
Originally, click-and-mortar described traditional businesses that developed websites to support their operations (for example Walmart.com) Today, the trend is reversing as a growing number of successful e-tailers open physical storefronts, leveraging their online brand power to enhance in-store retail activity Dell, a pioneer of e-tailing and one of the largest online computer retailers, has also opened brick-and-mortar locations, blending online advantages with traditional shopping experiences.
The malls include large numbers of independent storefront
A case study on Bestbuy.com.vn
business model evaluation o f Bestbuy.com.vn
Bestbuy.com.vn operates as a pure-play online intermediary by purchasing goods from suppliers and selling them directly to customers, with all transactions conducted over the Internet and no physical storefront or showroom As a pure-play e-tailer, the company benefits from higher profit margins enabled by lower overhead costs and streamlined processes The online model enables global reach, allowing access to customers worldwide without maintaining a large brick-and-mortar presence, extensive labor, or substantial inventory However, online retail competition is intense, as the business faces global competitors from hundreds of similar websites.
Website evaluation of Besbuy.com.vn
A survey of thirty participants was conducted to evaluate bestbuy.com.vn from users, consisting of five website designers, ten IT students with basic design knowledge, and the rest ordinary users Before distributing the questionnaire, participants were assessed for English proficiency since all questions were written in English Twenty-two participants (73%) could use English and completed the questionnaire on their own by the specified deadline, while the remaining participants who lacked English were scheduled for translator-assisted sessions with the survey author After the deadline, twenty-five completed questionnaires were returned, representing about 83% of the total delivered.
Participants were asked to provide personal details for communication purposes, with assurances that all information would be treated as strictly confidential They then visited bestbuy.com.vn, explored multiple pages, and completed one or more purchases Afterwards they completed a two-section questionnaire: the first section is a checklist of 10 properties totaling 39 features defined in the Ecommerce Website Evaluation Scale, and the second section requests an overall evaluation in which judges choose one of four options—excellent, good, mediocre, or bad.
The data from questionnaires are processed in two ways: Frequency distribution of checklist scores and overall rating.
Frequency distribution of checklist scores is obtained by converting each checklist item into a single score and summing these to yield a total score for each questionnaire The total scores are then grouped into six interval classes spanning from 10 to 39, and the frequency of scores within each class is recorded The score range and its corresponding frequencies are presented in Figure 8, while Figure 9 shows a histogram illustrating the frequency distribution.
Frequency distribution for the checklist of feature scares
Figure 8: Frequency distribution table of checklist scores
Frequency Distribution of Checklist Scores
Figure 9: Histogram o f frequency distribution of checklist scores
A total o f twenty five participants were recorded, with actual scores ranging from
On a 15–31 scale, the mean score is 23.88 About half of the scores cluster in the mid-range, with a smaller number toward the lower end and only a few at the high end The distribution is slightly positively skewed, indicating more respondents gave lower scores than higher ones This finding aligns with the overall ratings shown in Figure 10.
Overall Rating Of Bestbuy.com.vn
Figure 10: The overall rating of bestbuy.com.vn
Most participants rate the site's performance as mediocre, with 36% judging it good and only a few labeling it poor, while none express a strong sense of excellence These findings indicate the website is not meeting customer expectations and is missing several features that define a successful site To boost website performance, usability, and user satisfaction, the owner should pursue targeted improvements and add essential features that enhance engagement and reliability.
Based on the finding, there are several possible suggestions for bestbuy.com.vn
Building a robust internal search function is essential for product discovery on the site Currently, users cannot use the site's search feature, which limits their ability to find the products they want An advanced search with filters by categories, price, and branches will help customers interact with the website more easily and efficiently, guiding them to the right products faster.
Bestbuy.com.vn should include a dedicated testimonials page featuring authentic customer reviews and product comments to reveal what shoppers value and need By showcasing user-generated feedback, the site gains social proof, builds trust, and helps prospective buyers understand real-world use cases, which can also boost SEO with relevant keywords Currently, there is no customer feedback on the site, which may cause potential customers to hesitate before making a purchase Adding accessible testimonials on product pages and a centralized reviews hub can increase conversions, enhance SEO, and provide clear signals of product quality and customer satisfaction.
To support growth, the website should offer more payment options Currently, the sole payment method is paying the deliverer directly, but as the business expands and delivery tasks are outsourced to third-party providers, online payments via electronic payment cards or virtual credit cards will become essential Implementing a secure online payment system will enhance the checkout experience, improve convenience for customers and delivery partners, and position the platform for scalable growth.
Recommendations
Good website design is a critical factor for any online business, but without smart marketing strategies to boost its visibility and strong customer relationship management to retain users, an e-business site struggles to achieve success Effective marketing strategies and customer relationship management are essential for driving sales and generating profit, helping the site attract traffic, convert visitors, and build lasting customer loyalty.
Phillip Kotler, often regarded as the father of modern marketing, defines marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (Kotler et al 2006, p 5) Through these marketing activities, consumption is stimulated and organizations can earn viable profits, benefiting both employees and stockholders (Ferrell & Hartline).
Marketing strategy plays a crucial role in a company's success, serving as a key driver that aligns with the business's online presence By integrating a well-planned marketing strategy with a robust Web presence, the organization can effectively communicate its message to both current and potential customers across digital channels Schneider (2007) emphasizes that the marketing strategy is an important tool that coordinates traditional and online efforts to maximize reach and impact.
Thousands of websites compete for customers' attention, so strong online marketing strategies are essential to make your site visible amid the competition Without effective marketing to promote your website, it can become virtually invisible among the many options customers consider And even the most beautifully designed site won’t convert if no visitors ever discover what you offer.
According to Turban et al (2008), the most common online tools for external website promotion are advertising methods such as banner ads and pop-up ads Internal website promotion centers on search engine optimization (SEO), which aims to push the site to the top of search engine listings.
Banner advertising remains a popular form of online advertising, delivering a graphical display on a web page that can include animation to attract attention and persuade users to click through to the sponsor’s site Typically placed at the top or bottom of pages, banner ads help build brand awareness and image through repeated exposure The main advantages of banners include customization for individual surfers or specific market segments and relatively high viewability, since users often encounter banner ads while waiting for a page to load or while accessing free content However, banners also have drawbacks: they can be costly, requiring a sizable portion of an advertising budget to secure placements on high-traffic websites, and their limited space necessitates concise, creative messaging to attract clicks.
Another way to advertise the site is to register it with search engines Most search engines allow companies to submit their URLs for free, making them searchable online (Wittenberg 2008) Search engine spiders crawl each site, indexing its content and links to improve visibility in search results Marketers can also buy paid listings or paid inclusion to further boost exposure.
48 keywords on search engine to increase their exposure A company that registers with search engines brings its name in front of users who might not have known of the company.
Effective internal site promotion begins with high-quality content that makes your site a memorable, useful destination your customers will return to and eventually buy from To achieve this, the site should be more than a place to shop; it should be an indispensable resource offering compelling content, practical guides, useful tools, and thoughtfully curated outbound links to trusted resources, along with features that encourage repeat visits and ongoing engagement.
Social media networks are an excellent source of extra traffic for your company's website If you run a web design company or work as a freelance web designer, you can gain meaningful exposure by tapping into niche social networks that target web design, graphic design, or web development Today, it is common for businesses to use social media to promote their brand, and platforms such as Myspace, Facebook, and Twitter have become important resources for promoting a business.
Facebook has evolved from a social network into a powerful platform for businesses According to Singh (2008), Facebook can be an excellent tool for promoting your company, and Facebook Pages provide a dedicated space where businesses can share information and promote services With its growing popularity, Facebook offers a robust channel to connect with audiences and drive traffic to your website or blog The platform's established community and a variety of applications can enhance a business profile, while easy content syndication between your website or blog and Facebook makes sharing and promotion more efficient.
Bestbuy.com.vn can boost visibility among Vietnamese shoppers by using banner advertising A banner that displays the site URL and a concise, compelling description should be placed on popular Vietnamese news outlets such as dantri.com and vnexpress.com to maximize reach The company can also invest in paid search to appear near the top of results on search engines like Google and Yahoo, increasing click-through and traffic Additionally, leveraging social media marketing on popular networks like Facebook—where user engagement is strong in Vietnam—offers another effective channel to attract new customers.
CRM, or customer relationship management, is the practice of establishing, developing, maintaining, and optimizing long-term mutually valuable relationships between customers and organizations The core idea is the long-term mutual value that these relationships deliver In short, CRM is about building and sustaining enduring customer relationships that provide value to customers and profits to the organization.
• Using content to build customer relationship
Turban et al (2008) suggest that the first step in building customer relationships is to give customers a compelling reason to visit and return to the website by delivering rich, expansive information—more content than a visitor can digest in a single visit—or value-added content from which visitors can obtain valuable information and free services.
• Customer self- service through FAQ page
An FAQ (Frequently Asked Questions) page is a vital part of any website, enabling self-service support by listing the most common customer questions alongside clear, concise answers By making a searchable FAQ available, visitors can quickly find solutions, reducing time and effort for both users and the site owner while also lowering support requests and improving the overall user experience A well-structured FAQ enhances on-site searchability and helps customers get the information they need without waiting for a response.
Website that practice successful CRM listen to customer through a variety of methods:
■ Create a discussion forum An Internet forum is a place on the
Internet for trading ideas or information An Internet forum allows many people to chime in about their particular experiences, information, tips, tricks, etc (Feerst & Stewart 2009).
Create a mailing list to centralize your email communications A mailing list is a collection of email addresses owned by an individual or organization, used to send messages to multiple recipients, including routine event notifications and promotional emails about discounts and special sales campaigns This enables scalable, targeted outreach that keeps your audience informed and engaged.
Summary and Conclusion
This study begins with foundational knowledge about e-commerce and e-business, and synthesizes insights from both subjective and empirical sources in the literature to describe the properties of successful e-commerce websites Through content analysis, these properties are grouped into ten key attributes, including systematically organized elements, efficiency and ease of use, a pleasant and unexpectedly engaging user experience, navigation that allows buyers to go where they want, a standard layout across the site, attractive product displays with photos, descriptions, and prices, an easy-to-use checkout procedure, easy-to-read pages, and a secure purchasing environment An evaluation scale in the form of a questionnaire was used to survey the site bestbuy.vn, and the results indicate that the site lacks several important features and requires improvement.
An effective e-business model clarifies how organizations generate revenue online by outlining the core mechanisms that underpin digital commerce, a concept discussed in Chapter 5 Bestbuy.com.vn is identified as a pure-play e-tailer, a model that combines significant advantages with notable challenges The study concludes with actionable recommendations on marketing strategies and customer relationship management (CRM) to enhance online performance and sustainable growth.
This study also has several practical implications Using the standard tool for evaluation an ecommerce website that establish is chapter four, management of e- business companies can evaluate the quality of their own website and compare it with their competitors to establish benchmarks Moreover, these evaluations can be used to make strategic decisions on how to improve existing websites In addition, the proposed tool can be incorporated as a guideline for training designers creating new websites Such design guideline can help develop consistent and standardized websites across e- commerce domains.
A further study could deeper the results of the research by finding which properties are considered most important or least important for the success of an ecommerce website This can be done by making a rank of the properties result from subjective and empirical research from highest to lowest by frequency of mention in the literature.
Future research in literature studies will advance as new empirical studies emerge, with web design experts developing novel techniques for designing and creating websites Ongoing evaluation of the features and properties that define a good website supports online e-business by guiding best practices, improving user experience, and sustaining digital commerce growth.
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