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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]

Author

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  • Jean-Éric Pelet

    (Université Paris-Panthéon-Assas)

  • Basma Taieb

    (PULV - Pôle Universitaire Léonard de Vinci)

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.

Suggested Citation

  • Jean-Éric Pelet & Basma Taieb, 2022. "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," Post-Print hal-04138288, HAL.
    • Handle: RePEc:hal:journl:hal-04138288
    DOI: 10.1016/j.chbr.2022.100225
    Note: View the original document on HAL open archive server: https://hal.science/hal-04138288v1
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    References listed on IDEAS

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