The Study of Customer Experience Design and Optimization of Shopping Website: Case Analysis of Amazon in China

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.