ONLINE SHOPPING WEBSITE PERSONAS RESEARCH ON THE BASE OF TECHNOLOGY ACCEPTANCE MODEL

This research takes TAM as theoretical foundation, introduces personas into online shopping website design process, creates online shopping website TAM through the analysis of user perception procedure, and discusses the method of creating online shopping website personas according to the external factors and features of purchase process. The external factors of online shopping website are divided into user's personal characteristic and user experience through research. Among them, the user's personal characteristic includes demographic factors, basic information of online purchase, and their lifestyle. And user experience factors include basic factor, ease of use factor, and emotion factor. Create personas board, place external factors on personas board, and accordingly model personas based on product requirement difference of online shopping website, thus help the website enhance the satisfaction of user experience, and create product which can fulfill user's requirements.