A Study on the Analysis and Optimization of Online Shopping Convergence Process using GOMS Model - Focusing on major shopping sites in Korea and China -

서지정보

· 발행기관 : 한국전시산업융합연구원
· 수록지 정보 : 한국과학예술융합학회 / 40권 / 5호 / 357 ~ 368페이지
· 저자명 : 전진, 이창욱

초록

With the continuous development of e-commerce, various online shopping platforms have emerged as the times require. How to allow users to accurately complete operational tasks with the least amount of time and steps is a long-term consideration for interaction designers. This research begins with the theoretical analysis of the optimization of shopping websites by GOMS model.
The purpose of this study is to find a design scheme to optimize the shopping website through the application analysis of the GOMS model on the shopping website, so as to improve the shopping efficiency and enhance the shopping experience.
Therefore, this study takes the GOMS model as the theoretical basis, takes the main shopping websites in China and South Korea as the research object, models the online shopping operation process of different platforms, and predicts and quantifies the operation time of the obtained model. Design the operation process model of the shopping website, so as to carry out performance experiments and questionnaire interviews.
The research results and content are as follows.
First, the theoretical operation time obtained by the GOMS model is basically consistent with the actual operation time, which proves that the GOMS model can accurately predict the operation time of the shopping operation process. Second, through the analysis of the GOMS model, the optimal combination scheme of the shopping process was found, and it was verified through the questionnaire survey. Third, the time predicted by the GOMS model for all shopping operation process combinations is greater than the actual operation time. Fourth, by analyzing the GOMS model of 10 tasks, it is found that in the tasks with less actual operation time, the number of steps to point to the operation P is less, and the number of steps to press the key K is more. Therefore, in the development and design of the shopping webpage, More keystroke steps can be set to reduce unnecessary selection links.
Based on the GOMS model, this study quantifies the running time of different online shopping platforms, which can optimize the availability of the shopping platform system and improve user satisfaction. At the same time, although this research cannot completely solve the complex problems of shopping websites, it provides ideas for the optimization of shopping websites. It is expected that the research on GOMS model-related topics can be extended to more fields such as mobile Internet shopping.

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