A Comparative Heuristic Usability Evaluation of South Korean Leading E-commerce Platform “Coupang”: Local vs. Foreign Perspectives

다국어 초록 (Multilingual Abstract)

E-commerce platforms are central to global retail, yet their usability often varies across cultural and linguistic boundaries. This study conducts a comparative heuristic evaluation of Coupang, South Korea’s leading e-commerce platform, examining usability issues from both local and foreign user perspectives. Using Nielsen’s heuristic principles as the evaluation framework, a structured usability assessment was carried out with participants representing domestic Korean users and international users unfamiliar with local conventions. A convergent mixed-methods design integrated quantitative survey data from 168 participants with qualitative interviews and cognitive walkthroughs involving 22 users (11 Koreans, 11 non-Koreans). Findings reveal that while Korean users report high usability due to language familiarity and cultural alignment, non-Korean users face significant barriers, particularly related to language accessibility, localization gaps, and complex post-purchase processes. Key usability strengths include fast delivery, efficient checkout, and product variety, whereas weaknesses involve returns complexity, limited multilingual support, and unclear membership communications. Language proficiency and user experience duration significantly correlate with perceived usability. The study underscores the necessity of culturally adaptive design and comprehensive localization to enhance inclusivity and satisfaction in global e-commerce platforms. Practical recommendations focus on improving multilingual content, customer support, and engagement features to foster broader accessibility and loyalty. This research contributes to e-commerce usability literature by integrating cultural theory with heuristic evaluation, offering actionable insights for optimizing digital retail experiences in multicultural contexts.

목차 (Table of Contents)

• 1. TABLE OF CONTENTS
• TABLE OF CONTENTS i
• LIST OF TABLES ix
• LIST OF FIGURES xi
• LIST OF APPENDICES xiii
• DEFINITION OF TERMS xv
• ABSTRACT xix
• ACKNOWLEDGEMENTS xxi
• Chapter One Introduction 1
• 1.1 Introduction 1
• 1.2 Coupang as a Case Study and Its Global Significance 1
• 1.3 Theoretical Framework 4
• 1.3.1 Nielsen’s Usability Heuristics 4
• 1.3.2 Hofstede’s Cultural Dimensions 4
• 1.4 Research Objectives 5
• 1.5 Justification for a Comparative Heuristic Usability Evaluation 6
• 1.6 Problem Statement and Research Questions 6
• 1.7 Summary 9
• Chapter Two Literature Review 11
• 2.1 Introduction 11
• 2.1.1 Importance of Usability Evaluation in E-Commerce 12
• 2.1.2 Justification for Focusing on Coupang and Comparative Perspectives 13
• 2.2 Heuristic Usability Evaluation 14
• 2.2.1 Usability Evaluation in E-commerce 17
• 2.2.2 Significance of Heuristic Usability Evaluation 19
• 2.2.3 Key Usability Principles (e.g., Nielsen’s Heuristics) 20
• 2.2.4 Common Usability Challenges in E-Commerce Platforms 22
• 2.3 The South Korean E-Commerce Landscape 24
• 2.3.1 Growth and Trends in South Korea’s E-Commerce Industry 24
• 2.3.2 Major Players in the Market (Coupang, Naver Shopping, Gmarket, etc.) .....................................................................................................................................25
• 2.3.3 Cultural and Technological Factors Influencing Online Shopping ...............Behavior........................................................................................................26
• 2.4 Coupang as a Platform for Cross-Cultural Usability 27
• 2.4.1 History and Development 27
• 2.4.2 Business Model and Unique Features 28
• 2.4.3 User Demographics 29
• 2.4.3.1 Age 29
• 2.4.3.2 Gender 30
• 2.4.3.3 Customers 30
• 2.4.4 Coupang’s Outlook and Features 32
• 2.4.5 Home Screen Design and Layout 32
• 2.4.6 Navigation and Accessibility 34
• 2.4.7 Engagement and User Retention 35
• 2.4.8 Importance of Multilingual Support 35
• 2.5 Cross-Cultural Perspectives in Usability Evaluation 37
• 2.5.1 The Role of Cultural Differences in Usability Perception 37
• 2.5.2 Usability Expectations of South Korean vs. Non-Korean Users 40
• 2.5.3 Heuristic Evaluation: Local Perspective 41
• 2.5.4 Heuristic Evaluation: Foreign Perspective 42
• 2.5.5 Comparison of Methodologies 44
• 2.5.6 Comparative Findings and Implications for User Satisfaction 46
• 2.5.7 Theories of Cross-Cultural UX and Consumer Behavior 47
• 2.6 Comparative Usability Studies in E-commerce 48
• 2.6.1 Previous Studies on Usability Comparisons Across Cultural Groups 48
• 2.6.2 Methodologies Used in Cross-Cultural Usability Research 49
• 2.6.3 Key Findings from Past Studies Relevant to Coupang 51
• 2.7 Research Gaps and Theoretical Framework 52
• 2.7.1 Identified Gaps in the Existing Literature 52
• 2.7.2 Justification for Conducting a Comparative Heuristic Usability ...............Evaluation 54
• 2.7.3 Theoretical Framework Guiding the Study 55
• 2.8 Summary of Literature Review 56
• 2.8.1 Key Takeaways from the Reviewed Literature 57
• 2.8.2 How This Chapter Informs the Research Design in Subsequent Chapters .....................................................................................................................................60
• Chapter Three Research Methodology 63
• 3.1 Introduction 63
• 3.2 Research Context 65
• 3.3 Sample and Sampling Techniques 66
• 3.4 Instrumentation 68
• 3.4.1 Quantitative Research Tool 69
• 3.4.2 Validity and Reliability of the Instrument 72
• 3.5 Statistical Treatment of the Data 72
• 3.6 Qualitative Research Questions 78
• 3.6.1 Data Integration Procedures 78
• 3.7 Data Collection 79
• 3.8 Data Integration 81
• 3.9 A Journey through the Cognitive Walkthrough Design 82
• 3.10 Data Gathering Procedure 85
• 3.11 Study Limitations 88
• 3.11.1 Sampling Limitations 89
• 3.11.2 Language and Cultural Barriers 89
• 3.11.3 Device and Connectivity Variability 89
• 3.11.4 Response and Willingness Bias 90
• 3.11.5 Resource and Time Constraints 90
• 3.12 Study Delimitations 90
• 3.13 Summary of Limitations and Delimitations 91
• 3.14 Conclusion 92
• Chapter Four Results 93
• 4.1 Introduction 93
• 4.2 Quantitative Data Analysis 93
• 4.2.1 Participant’s Profile 94
• 4.2.2 Participant’s Description of their Coupang’s Usage Experience 96
• 4.2.3 Perceived Usability Dimensions: Data Screening & Normality 98
• 4.2.4 Latent Factors from Users’ Response to the Usability Scale 103
• 4.2.4.1 Exploratory Factor Analysis 103
• 4.2.4.2 Factor Extraction and Rotation 104
• 4.2.4.3 Factor Loadings 105
• 4.2.4.4 Usability Perceptions by Demographic Characteristics 109
• 4.2.4.5 Comparison of Usability by Korean Language Proficiency 111
• 4.2.4.6 Post Hoc Comparisons of Usability by Korean Language ..........................Proficiency 113
• 4.2.4.7 Comparison of Coupang’s Usability Based on Length of Use 115
• 4.2.4.8 Post Hoc Comparisons of Usability by Length of Use 117
• 4.2.4.9 Comparison of Coupang’s Usability Based on Familiarity 118
• 4.2.4.10 Post Hoc Comparison of Coupang’s Usability Based on ............................Familiarity 120
• 4.2.4.11 Comparison of Coupang’s Usability Based on Frequency of Use ........................... 122
• 4.2.4.12 Post Hoc Comparison of Coupang’s Usability Based on Frequency ............................of Use 124
• 4.2.4.13 Comparison of Coupang’s Usability Based on Monthly ............................Spending 127
• 4.2.4.14 Post Hoc Comparison of Coupang’s Usability Based on Monthly ............................Spending 128
• 4.2.4.15 Summary of Quantitative Findings 130
• 4.3 Qualitative Findings – Cognitive Walkthrough 131
• 4.3.1 Thematic Findings 143
• 4.3.1.1 Non-Korean Participants’ Response 146
• 4.3.1.2 Korean Participants’ Response 158
• 4.3.2 User Preference and Suggestions 173
• 4.3.2.1 Top Three Features Liked 174
• 4.3.2.2 Top Three Features Disliked 175
• 4.3.2.3 Summary of Preferences and Relation to Research Questions 177
• 4.3.3 Binary Response Evaluation 178
• 4.3.4 Summary of Key Findings 181
• 4.3.4.1 Language Barriers and Non-Korean User Experience 181
• 4.3.4.2 Usability of Interface Elements 182
• 4.3.4.3 Evaluation of Support Services 183
• 4.3.4.4 Positive and Negative Usability Patterns 183
• 4.3.5 User Recommendations for Usability Improvement 184
• 4.4 Triangulation of Quantitative and Qualitative Findings 188
• Chapter Five Discussion 193
• 5.1 Discussion 193
• 5.2 Theoretical Implications 197
• 5.3 Practical Implications 199
• 5.3.1 Language & Inclusivity 200
• 5.3.2 Customer Care & Trust 201
• 5.3.3 Engagement & Personalization 202
• 5.4 Limitations 203
• 5.5 Future Research 204
• 5.6 Conclusion 204