Online store aesthetics impact efficacy of product recommendations and highlighting

CC BY Logo DOI

Owing to high competition in e-commerce, customers may prefer sites that ensure that good user experience (UX) and website aesthetics are one of its qualities. The method of presenting items seems crucial for gaining and maintaining user attention. We conducted a task-based user eye-tracking study with n = 30 participants to examine two variants of an online fashion store: one based on aesthetic rules and one defying them. The following aspects of item presentation were considered: height and width the ratio of product photos, website colors, rounded borders, text visibility, spacing between elements, and smooth animation. We investigated their relationship to user attention by analyzing gaze fixation, tracking user interest, and conducting a supplementary survey. Experimental results showed that owing to following the rules of aesthetics in interface design in the presented fashion shopping scenario, elements such as the recommendation area and product highlights had a significant positive impact on customer attention.

Tytuł
Online store aesthetics impact efficacy of product recommendations and highlighting
Twórca
Sulikowski Piotr
Słowa kluczowe
eye tracking; aesthetics; user attention; recommendations; highlights; e-commerce; user experience; human–computer interaction
Słowa kluczowe
obserwacja ruchu gałek ocznych; estetyka; zaangażowanie użytkowników; rekomendacje; wyróżnienia; handel elektroniczny; doświadczenia użytkowników; interakcja człowiek-komputer
Współtwórca
Kucznerowicz Michał
Bąk Iwona
Romanowski Andrzej
Zdziebko Tomasz ORCID 0000-0003-4136-3636
Data
2022
Typ zasobu
artykuł
Identyfikator zasobu
DOI 10.3390/s22239186
Źródło
Sensors, 2022, vol. 22 iss. 23, [br. s.], 9186
Język
angielski
Prawa autorskie
CC BY CC BY
Dyscyplina naukowa
Dziedzina nauk społecznych; Nauki o zarządzaniu i jakości
Kategorie
Publikacje pracowników US
Data udostępnienia21 lut 2023, 14:14:34
Data mod.21 lut 2023, 14:14:34
DostępPubliczny
Aktywnych wyświetleń0