This paper presents an integrative framework to evaluate ecommerce website efficiency from the user viewpoint using Data Envelopment Analysis (DEA). This framework is inspired by concepts driven from theories of information processing and cognition and considers the website efficiency as a measure of its quality and performance. When the users interact with the website interfaces to perform a task, they are involved in a cognitive effort, sustaining a cognitive cost to search, interpret and process information, and experiencing either a sense of satisfaction or dissatisfaction for that. The amount of ambiguity and uncertainty, and the search (over-)time during navigation that they perceive determine the effort size - and, as a consequence, the cognitive cost amount - they have to bear to perform their task. On the contrary, task performing and result achievement provide the users with cognitive benefits, making interaction with the website potentially attractive, satisfying, and useful. In total, 9 variables are measured, classified in a set of 3 website macro-dimensions (user experience, site navigability and structure). The framework is implemented to compare 52 ecommerce websites that sell products in the information technology and media market. A stepwise regression is performed to assess the influence of cognitive costs and benefits that mostly affect website efficiency.
Keywords: Ambiguity; Cognition; Data envelopment analysis; Efficiency; Electronic commerce; Human–computer interaction; Uncertainty; Website.
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