Assessing the Influence of Product Page Design on Purchasing Influence of Products in Online Marketplaces

Alphas Kakuko, Paul Oyile, Patrick Owoche and Richard Ronoh
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Alphas Kakuko: Department of Information Technology, Kibabii University, Kenya
Paul Oyile: Department of Information Technology, Kibabii University, Kenya
Patrick Owoche: Department of Information Technology, Kibabii University, Kenya
Richard Ronoh: Department of Computer Science, Kibabii University, Kenya

International Journal of Research and Innovation in Applied Science, 2024, vol. 9, issue 9, 632-643

Abstract: In the era of e-commerce, online marketplaces have become indispensable platforms for businesses to reach a global audience. This study investigates the impact of product page design on purchasing influence within online marketplaces, focusing on the relationship between key design elements and consumer behavior. The research addresses a gap in understanding how layout, visual appeal, and the strategic placement of elements affect purchase intent and behavior. Employing a quantitative research design, the study sampled 186 online market consumers within Nairobi County in Kenya, across six major e-commerce platforms, including Amazon, Jumia, and Alibaba. Data were collected through structured questionnaires and analyzed using descriptive and inferential statistics. Key findings indicate that visually appealing designs, clear product information, and well-positioned call-to-action buttons significantly enhance user engagement and purchasing decisions. The study concludes with recommendations for optimizing online product pages to increase sales and reduce cart abandonment rates. Ethical considerations were adhered to throughout the research, ensuring participant confidentiality and data integrity. This research highlights the need for e-commerce platforms to prioritize user-centric design strategies that align with consumer preferences, driving better engagement and conversion rates.

Date: 2024
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