Master Thesis: Evaluasi Aplikasi E-Commerce Menggunakan Extended Web Assessment Method (EWAM) dari Perspektif Konsumen: Studi Kasus Toko Buku Online di Indonesia

In Internet world, many sites featured fancy graphics, well organized content, but they did not really mean that a site induced the visitor to come back on a regular basis. Thus many companies and institutions discovered with surprise that even comparatively large budgets allocated to the development of their Web sites did not always guarantee success. An often quoted possible reason, why potential customers turn their screens rather off than meddle their way through a purchase order, is a Web sites’ low level of consumer focus. There must be a vital interest for online sellers to design their Web sites according to their (potential) customer's needs. The Extended Web Assessment Method (EWAM) represents an instrument for making general statements on the quality of a commercial Web site from a consumer perspective. EWAM is an evaluation tool specifically created for the assessment of electronic commerce applications. EWAM builds on the Web Assessment Method developed at University of St. Gallen, Switzerland by Petra Schubert and Dorian Selz. It mainly integrates findings from Davis’s TAM and Fishbein & Ajzein’ TRA. EWAM the method is based on an evaluation grid that includes a set of criteria with which to appraise the quality and success of ecommerce applications. The focus is on consumer perspectives and the specific features of the Internet as a medium. In this study, researcher used the EWAM tool that built with Google Apps Web Based Application for evaluation of e-shops whose main business is selling books. Four Web sites have been selected in Indonesia and one Web site amazon.com as De Facto Standard. The findings show that most of the Web sites in Indonesia assessed do not fully meet the expectations of consumers. Four Web sites have overall scores below +1 (<+1, score +1 means “good”) from range (-2/+2). The following overall score for each Web site result: balaipustakaonline.com (0.31) as The Worst Practice Profile, gramediaonline.com (0.35), erlangga.co.id (0.67), and kutukutubuku.com (0.73) as The Best Practice Profile