User satisfaction of Ali Wangwang, an instant messenger tool

Abstract

Ali Wangwang is an instant messenger that is used by sellers and buyers to get an agreeable dealing about goods listed on Taobao.com. Buyers from Taobao.com stated that they used Ali Wangwang to communicate with sellers before almost every transaction. The objective of this study was to understand the primary factors that affect the user experience of buyers using Ali Wangwang. We designed self-reported questionnaires with questions focusing on users' overall satisfaction and evaluations of the messenger's interface and function, privacy protection, spam messages control and other related properties. We found that properties related to ease-of-use were the most significant factors in predicting user satisfaction. © 2011 Springer-Verlag.