Context-aware optimization of mobile commerce website interfaces from the consumers’ perspective: Effects on behavioral intentions

Optimisation contextuelle des interfaces de sites Web de commerce mobile du point de vue des consommateurs: effets sur les intentions comportementales

Jean-Éric Pelet () and Basma Taieb ()
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Jean-Éric Pelet: Université Paris-Panthéon-Assas
Basma Taieb: PULV - Pôle Universitaire Léonard de Vinci

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Abstract: This study focuses on the effects of user interfaces in mobile commerce (m-commerce) on the perceived ease of use and related consumer behaviors when controlled for environmental conditions (sunshine, humidity, and brightness). Effects were tested in real-time contexts (outdoor m-commerce). Specifically, three key design attributes related to commercial website interfaces were examined using a full factorial plan (2 × 2 × 2): color contrast, layout, and font type. A website selling music CDs was created for the experiment. Data were collected through an online questionnaire (n = 560) to investigate potential direct and interaction effects of these interface attributes. The results show that an m-commerce website with a positive color contrast (light text on a dark background) and airy line spacing with a sans-serif font (Arial) is perceived as easier to use when engaged in outdoor m-commerce. This combination of interface attributes is associated with higher intentions to purchase as well as an increase in revisits and recommendations of the website. The implications for both m-commerce research and practice are discussed.

Keywords: M-commerce; Website interface; Ease of use; Behavioral intentions; Environmental conditions; Real-time context (search for similar items in EconPapers)
Date: 2022-08
Note: View the original document on HAL open archive server: https://hal.science/hal-04138288v1
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Published in Computers in Human Behavior Reports, 2022, 7, ⟨10.1016/j.chbr.2022.100225⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04138288

DOI: 10.1016/j.chbr.2022.100225

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