Assessment web interface with an emphasis on indicators of academic publishers of e-commerce B2C model

The purpose of this study was to evaluate the interface of Iranian academic publishers’ websites based on the B2C ecommerce model indicators including attraction, build-up and continuance. The present study is a survey method which was conducted through Heuristic Evaluation. The research population consisted of the interface of 90 academic publishers’ websites. the research data gathering tool was a researcher- made checklist prepared based on B2C ecommerce model indicators and inspired by Nielsen’s interface components model (1993).Thr research findings showed that despite the confirmation of research hypothysis stating the impact of three B2C indicators (attraction, build-up and continuance) in the websites interfaces on the revisiting of audience (in the form of links from other websites and the number of website clients (traffic)). few websites of the population have been successful in using of these features so that the means of most of the examined websites in using many of the related components were lower than average and have been relatively weak.