Although online shopping has become a growing new trend and an important purchasing channel, consumers are still not very satised with the current design and operation of the shopping websites [4]. According to an analysis from the Eastern Integrated Consumer Prole (E-ICP) [5], the quality of the website design is a very important factor affecting the consumer's online shopping behavior. In order to increase market share in the face of erce competition, every aspect of the services offered on websites must be improved. Attention must be paid to consumer needs to improve customer satisfaction. The goal is to make customers want to come back to make more purchases as well as to prevent the possibility of being eliminated through competition