Abstract
Customer experience design plays an important role in the development and optimization of shopping websites (Menon and Kahn, 2002). To satisfy the increasing demands of customers and to attract additional loyal customers, customer experience design is increasingly valued by e-commerce enterprises (Ribbink et al., 2004). Since 1995, Amazon has become the leader in online shopping (Amblee and Bui, 2011). Therefore, the study of Amazon's customer experience design can provide successful experience and offer valuable information for other shopping sites.This project adopts textual analysis and case study methods. Firstly, it introduces the concept, importance, and influencing factors of customer experience and shopping website’s customer experience design. Furthermore, the project provides a detailed description of Amazon China's current development situation in the Chinese market. Secondly, comparing Amazon China with its major competitors highlights the differences in customer experience design in terms of product, design, service, and marketing, while listing the pros and cons of Amazon's customer experience. Finally, the project summarizes the importance of customer experience for shopping website development and proposes the optimization and improvement suggestions to Amazon China.
Highlights
Due to the global appeal of the Internet and the convenience of online shopping, an increasing number of people are choosing to engage in online shopping (Javadi et al, 2012)
This article adopts the secondary research method including the case study method and the textual analysis method, and they all belong to the qualitative research methodology
Products must always focus on the customer
Summary
Due to the global appeal of the Internet and the convenience of online shopping, an increasing number of people are choosing to engage in online shopping (Javadi et al, 2012). According to Gandhi (2016), reports indicate that the number of global Internet users reached about 3.2 billion in June 2016 and the number will continue to increase in the 3-5 years. Li (2015) states that in China, which is the largest consumer market in the world, 688 million people made use of online shopping in 2015. This indicates that the growth potential of online shopping in the future is huge. Different people have different understandings of customer experience, but generally speaking, it is the customer's feeling when they purchase a product; in the case of a shopping website, customer experience encompasses the entire shopping process (Park, 2003)
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