IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04138288.html
   My bibliography  Save this paper

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

Listed:
  • 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-04138288
    as

    Download full text from publisher

    File URL: https://hal.science/hal-04138288/document
    Download Restriction: no
    File URL: https://libkey.io/10.1016/j.chbr.2022.100225?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Jashim Khan & Jean-Eric Pelet & Somayeh Zamani, 2021. "Tickle me on WeChat Moments: the role of brand love [Chatouillez-moi sur WeChat Moments : le rôle de l'amour de la marque]," Post-Print hal-04139743, HAL.
    2. Agrebi, Sinda & Jallais, Joël, 2015. "Explain the intention to use smartphones for mobile shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 16-23.
    3. Li, Xiong & Zhao, Xiaodong & Xu, Wangtu (Ato) & Pu, Wei, 2020. "Measuring ease of use of mobile applications in e-commerce retailing from the perspective of consumer online shopping behaviour patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    4. Sarkar, Subhro & Chauhan, Sumedha & Khare, Arpita, 2020. "A meta-analysis of antecedents and consequences of trust in mobile commerce," International Journal of Information Management, Elsevier, vol. 50(C), pages 286-301.
    5. D. Veena Parboteeah & Joseph S. Valacich & John D. Wells, 2009. "The Influence of Website Characteristics on a Consumer's Urge to Buy Impulsively," Information Systems Research, INFORMS, vol. 20(1), pages 60-78, March.
    6. Hsieh, Jung-Kuei & Hsieh, Yi-Ching & Chiu, Hung-Chang & Yang, Ya-Ru, 2014. "Customer Response to Web Site Atmospherics: Task-relevant Cues, Situational Involvement and PAD," Journal of Interactive Marketing, Elsevier, vol. 28(3), pages 225-236.
    7. Tao Tony Gao & Andrew J. Rohm & Fareena Sultan & Margherita Pagani, 2013. "Consumers un-tethered : A three-market empirical study of consumers' mobile marketing acceptance," Post-Print hal-02313086, HAL.
    8. Zhiting Song & Yanming Sun & Jiafu Wan & Lingli Huang & Jianhua Zhu, 2019. "Smart e-commerce systems: current status and research challenges," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(2), pages 221-238, June.
    9. Jennifer Amar & Olivier Droulers & Patrick Legoherel, 2017. "Typography in destination advertising: Exploratory study and research perspectives," Post-Print hal-01872912, HAL.
    10. Amar, Jennifer & Droulers, Olivier & Legohérel, Patrick, 2017. "Typography in destination advertising: An exploratory study and research perspectives," Tourism Management, Elsevier, vol. 63(C), pages 77-86.
    11. Chopdar, Prasanta Kr & Balakrishnan, Janarthanan, 2020. "Consumers response towards mobile commerce applications: S-O-R approach," International Journal of Information Management, Elsevier, vol. 53(C).
    12. Gao, Tao (Tony) & Rohm, Andrew J. & Sultan, Fareena & Pagani, Margherita, 2013. "Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance," Journal of Business Research, Elsevier, vol. 66(12), pages 2536-2544.
    13. Shankar, Venkatesh & Venkatesh, Alladi & Hofacker, Charles & Naik, Prasad, 2010. "Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 111-120.
    14. Dholakia, Ruby Roy & Dholakia, Nikhilesh, 2004. "Mobility and markets: emerging outlines of m-commerce," Journal of Business Research, Elsevier, vol. 57(12), pages 1391-1396, December.
    15. Dickinger, Astrid & Stangl, Brigitte, 2013. "Website performance and behavioral consequences: A formative measurement approach," Journal of Business Research, Elsevier, vol. 66(6), pages 771-777.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Banerjee, Syagnik & Xu, Shichun & Johnson, Scott D., 2021. "How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy," Journal of Business Research, Elsevier, vol. 130(C), pages 398-404.
    2. Hofacker, Charles F. & de Ruyter, Ko & Lurie, Nicholas H. & Manchanda, Puneet & Donaldson, Jeff, 2016. "Gamification and Mobile Marketing Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 25-36.
    3. Hou, Jianwei & Elliott, Kevin, 2021. "Mobile shopping intensity: Consumer demographics and motivations," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    4. Maduku, Daniel K. & Mpinganjira, Mercy & Duh, Helen, 2016. "Understanding mobile marketing adoption intention by South African SMEs: A multi-perspective framework," International Journal of Information Management, Elsevier, vol. 36(5), pages 711-723.
    5. Lingling Gao & Kerem Aksel Waechter, 0. "Examining the role of initial trust in user adoption of mobile payment services: an empirical investigation," Information Systems Frontiers, Springer, vol. 0, pages 1-24.
    6. Attahiru Gana, Matthew, 2018. "Personalization Of Tourism Services Through Locationbased Social Network In Nigeria," Ilorin Journal of Business and Social Sciences, Faculty of Social Sciences, University of Ilorin, vol. 20(1), pages 104-117, March.
    7. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    8. Carlson, Jamie & Rahman, Mohammad M. & Taylor, Alexander & Voola, Ranjit, 2019. "Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 149-162.
    9. Oyedele, Adesegun & Simpson, Penny M., 2018. "Streaming apps: What consumers value," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 296-304.
    10. McLean, Graeme & Osei-Frimpong, Kofi & Al-Nabhani, Khalid & Marriott, Hannah, 2020. "Examining consumer attitudes towards retailers' m-commerce mobile applications – An initial adoption vs. continuous use perspective," Journal of Business Research, Elsevier, vol. 106(C), pages 139-157.
    11. Pochun, Tej & Brennan, Linda & Parker, Lukas, 2018. "Advertising effects? An elemental experiment," Australasian marketing journal, Elsevier, vol. 26(4), pages 338-349.
    12. Bartikowski, Boris & Laroche, Michel & Jamal, Ahmad & Yang, Zhiyong, 2018. "The type-of-internet-access digital divide and the well-being of ethnic minority and majority consumers: A multi-country investigation," Journal of Business Research, Elsevier, vol. 82(C), pages 373-380.
    13. Reinhardt, Ronny & Gurtner, Sebastian, 2018. "The overlooked role of embeddedness in disruptive innovation theory," Technological Forecasting and Social Change, Elsevier, vol. 132(C), pages 268-283.
    14. Ying, Shiyi & Huang, Youlin & Qian, Lixian & Song, Jinzhu, 2023. "Privacy paradox for location tracking in mobile social networking apps: The perspectives of behavioral reasoning and regulatory focus," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    15. Mpinganjira, Mercy & Maduku, Daniel K., 2019. "Ethics of mobile behavioral advertising: Antecedents and outcomes of perceived ethical value of advertised brands," Journal of Business Research, Elsevier, vol. 95(C), pages 464-478.
    16. Lombardi, Alessia & Carfora, Valentina & Cicia, Gianni & Del Giudice, Teresa & Lombardi, Pasquale & Panico, Teresa, 2017. "Exploring Willingness to Pay for QR Code Labeled Extra-Virgin Olive Oil: An Application of the Theory of Planned Behavior," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 8(1), pages 1-18, January.
    17. Ming Wang & Jaewon Choi, 2022. "How Web Content Types Improve Consumer Engagement through Scarcity and Interactivity of Mobile Commerce?," Sustainability, MDPI, vol. 14(9), pages 1-18, April.
    18. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    19. Yi Yong Lee & Chin Lay Gan & Tze Wei Liew, 2023. "Do E-wallets trigger impulse purchases? An analysis of Malaysian Gen-Y and Gen-Z consumers," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 244-261, June.
    20. Nguyen Ngoc Thi Hong & Rudawska Edyta, 2022. "Integrated Cultural Theories on Mobile Marketing Acceptance: Literature Review," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(3), pages 112-135, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04138288. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.