Personal eCommerce Audit

Buying and selling goods online is ubiquitous in our everyday lives that it is often an unconscious behaviour. To better understand the process and how customers use systems you will audit your own behaviours. In this paper you will record and reflect on your own use of eCommerce sites. You will keep a diary for seven days to record your interactions. Based on this information you will then write a 1500 word paper about your experience. Kolb’s learning cycle will be used as a framework.


(source: Kolb DA 1984, Experiential Learning experience as a source of learning and development, Prentice Hall, New Jersey.)


  1. Concrete experience – Keep a diary

The first step is to keep a diary for seven days. This includes: date, time, duration, what website/app were used and the actions. Many students choose to keep their diary in the form of a table. For example (you may choose different headings).


We are Chinese, please use Alibaba, Tmall, Wechat and Jingdong, Suning(Chinese online company).


You do not need to purchase anything but you must record any browsing or “window shopping” you have completed.



Date Time Website name OR App name Action time spent Where Device Have you bought from there before? How did you feel about the transaction
Thurs 4 July 6:30am Asos browsed dresses & purchased 4 items 22 minutes Bed Laptop yes Easy to use liked the size filters, modern interface
6:52am wechat Looked for vitamins 18 minutes Bed iPhone no Didn’t purchase as didn’t know stores. Will get a recommendation from friend. Didn’t trust them
Friday 5 July 7:45am wechat Bought vitamins 5 minutes Kitchen iPad no recommendation from friend so felt happy to buy
8:35am Candy Crush In app purchase of lives 8 minutes Tram stop iPhone yes Love to play so had to buy! Too easy to buy
9:30pm Amazon Browsed new york best seller books 45 minutes Couch Laptop yes So many things to buy and easy to interact. No money left 🙁


  1. Reflective observation – Summarize what happened

You should now be able to comment on your own eCommerce use. While this exercise is not a statistical analysis it is a good way to start by looking at the what, when, how, where and why of what you have used in the week. You may comment on your experiences beyond the week of your diary. The point of the diary is a place to start the discussion, as often individuals do not know how much they use (or how little) until they have to write it down. You should be able to see themes develop from what you use.


  1. Abstract conceptualization – Analyse what this means

The next part is to analyze what you have found. Reflective practice is a process of thinking about new experiences with a view of learning. It is a form of personal response to new experiences, situations, events or information. What new knowledge do you have in response to this exercise? And what does this information mean?  You are expected to reflect at a deep level for this step and not just explain what you do.

  1. Active experimentation – new action

The final stage is to discuss what you plan to do with this new knowledge. A result of these new insights may lead to a change of thinking or behavior. In what ways? Set yourself some specific (SMART) goals. (These goals will be explained in class lectures)


The formal citation of sources is not required, but specific reference to your own experiences must be made. You will not pass this assignment if you only describe what you use and how. You must go ‘deeper’ and analyze why you do what you do.


Assessment criteria

You will be assessed on whether you have met the following criteria:

  1. Demonstrated understanding of learning cycle/reflection model.
  2. Ability to explain and analyze your own usage of eCommerce giving specific reference to your own experiences.
  3. Evidence of changed thinking and/or goal setting due to new understanding of behavior.
  4. Reflection and analysis of own experiences demonstrating independent thinking and expressing meaningful insights.
  5. Integration of course material.
  6. Ability to present (in writing) a clear and logically structured paper
  7. Seven day diary recorded in appropriate detail.


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