Usability Evaluation and Analysis for Online Stock Trading System in Taiwan

• Main Authors: Chen, Yi-Hsiu, 陳宜秀
• Other Authors: Lee. Jim-Jiunde
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/11965127529205412044

碩士 === 國立交通大學 === 傳播研究所 === 100 === Multifarious investment products have flooded the investment markets due to the blossom of information technology. Being faced with wider range of choices than before for investment products, the behaviors of investors have changed as well. Moreover, the means for data transmission has been altered fundamentally by the advancement of internet. Because of the characteristics of financial industry products, the impact of internet would be most pronounced over the industry of financial services according to many studies. For example, the so-called online purchasing, that is, the securities trades made via internet, has become not only the most profitable operation in electronic business but also the most mature area in internet transaction. Three primary approaches have been adopted in past researches focusing on online purchasing. The first approach was concerned with the impact of online purchasing over the cost for customers (Konana, Menon, & Balasubramanian, 2000). The second approach addressed the competition among securities companies by exploring mainly the strategies securities companies used to deal with the new online purchasing model. The third approach investigated customers' behaviors on websites for online purchasing. In this approach, though data were collected regarding the process how customers made online purchasing, only the customers' preferences in online purchasing in contrast to those in traditional purchasing were analyzed. To sum up, in spite of the growing number of researches over online purchasing, most of previous studies only covered limited aspects of online purchasing, especially on the profits for securities companies, while few studies were about the user interface design of websites for online purchasing. It has been found in past researches that disregard for the aspect of user interface usage would be consequential to the brand images and profits of securities companies. Therefore, considering the rapidly increasing number of online investors, it is time to pay attention on the interface design factors, usability principles, and users' behaviors of online purchasing, etc. Since Taiwan is a country with high penetration rate of internet and a large population investing in the stock market for financial management, further examination of the usability for the online purchasing systems of securities are even more important. Two methods were integrated in this study, including the Heuristic Evaluation and Usability Testing. Usability problems of the online purchasing software of the top two securities companies were aggregated, and the primary usability goals to consider for future designers and developers of online purchasing systems were also provided. Based on the quantitative and qualitative data collected via the two methods mentioned above, usability issues for current online purchasing systems of securities companies were summarized, and instructions and suggestions were provided for the interface design of future online purchasing systems.