HEURISTIC EVALUATION OF E-SHOPPING WEBSITES TO REACH WOMEN IN PAKISTAN
Zainab Mahmood  and Javed Anjum Sheikh 

ABSTRACT
The trend of online shopping has proliferated over the years. Although online shopping can be very convenient but there are some potential problems that require reasonable attention in order to increase the motivation of consumers to shop online. Consumers exhibit different behavior while shopping online based on their gender: Pakistani female consumers face more difficulties as they do not frequently use internet. Previous studies have investigated some problematic heuristic. There is a need to extend the studies for finding common heuristics problems in way of generalization of shopping web pages. This study adopts the quantitative research method to add empirical evidence to previous studies and to generalize online shopping websites. Nielsen heuristics principles, free flow inspection method and severity rating have been exploited for user testing evaluation. This study evaluates four e-shopping websites to investigate common women heuristics problems. This study has found that ‘help and documentation’, ‘error prevention’ and ‘flexibility and efficiency of use’ are common heuristics problems that Pakistani women face while using shopping websites. This study adds evidence to pervious findings and leads towards the generalization of e-shopping websites. It also proved with evidence that women perceive more problems and show different behavior on internet. 
KEYWORDS: E-Shopping, Heuristic Evaluation, Usability, Women Consumers.