Abstract
Due to technology innovation of the Internet, many business activities on the Internet keep growing. Because of the convenience caused by the Internet, people’s life has been changed. Some academic reports indicate that online shopping market rapidly grow, the great business opportunities and benefit attract individuals or enterprises to establish their own e-Business websites. Although the potential and advantages of online shopping should be doubtless, many consumers have been met bad experiences of online shopping which may be caused by security problems, privacy problems, and inappropriate user interface design to frustrate them. In this study, an online shopping aiding system was established based on the Internet consumer’s need in evaluating products and payment process in the consumer behavior model. The effectiveness of the aiding system was verified by an online observation experiments that subjects were assigned to buy a book, a mobile phone, and a laptop respectively. Thinking-Aloud Method was used in this study. As the subjects shopped on the experimental website, verbalized their thinking and movements. The process was recorded completely. The result indicated the aiding system can make it easier when consumers examine and evaluate products on online shopping. Additionally, it provide highly satisfaction to users, the aiding system also thought that has the characters of ease to use and master else.