모바일 쇼핑 애플리케이션 인터페이스 디자인 사용성 평가 - 인터넷면세점을 중심으로 -

초록

Widespread use of smart phone and wireless Internet enable rapid development of mobile shopping. With less travel barriers and more overseas tourists, duty-free shopping is a good business and in demand. To provide convenience to travelers, duty-free shops have started providing mobile shopping. As an important part of mobile shopping user experience, more in-depth studies of interface design and usability evaluation are needed. In this study, APPs for iOS from top two domestic duty-free shops Lotte and Shilla are analyzed and evaluated. Key functionality and feature of duty-free online shopping are first summarized. Then relationship between APP interface and usability for mobile shopping are analyzed. Combining usability evaluation principles of some leading scholars with mobile phone interface design guideline, evaluation principles applicable to duty-free APPs are given. The principles are used to evaluate the usability of Lotte and Shilla APP. Survey was conducted with questionnaire. Results are obtained in a Lotte and Shilla APP satisfaction survey. Users are generally satisfied with article placement in the stimulating portion of interface for both Lotte and Shilla. But common problems for both Lotte and Shilla are inconvenience of item search, and not providing items recently browsed. Lotte does not give reason for payment failure. Shilla does not provide confirmation for final check-out. Improvement programs are set as follows, first of all, both of the APPs need to strengthen flexibility. Secondly, Lotte needs to provide adequate control for users and explains the reasons why the purchase they made was not successful. Last but not least, Shilla requires effective measures to prevent purchasing mistakes.

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