Abstract:

This study extends the research on user behavior pertaining to Interface. We look forward to understand a wider audience by analyzing three renowned e-commerce applications in the market, which includes kaymu.pk, daraz.pk and yayvo.com. The focus of the research is on online store applications design factors and their influence on the buying actions of the consumer. The variables used in this research are Satisfaction, Dissatisfaction (dependent variables), Navigation, Information Display, Response Time (Hygiene Factors), Screen Complexity, Visual Appearance and User Empowerment (Motivation factors) depicting independent variables. Three different methods of research has been used, namely statistical evaluation, heuristic evaluation and cognitive walkthrough. The results suggest Daraz to be the best application by interface.