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Where is Your Product Hiding Inside Navigation? the Study of Differences E-commence Website Navigation and Product Category Layer Between U.S., France, Japan, and Taiwan
14th International Conference on Cross-Cultural Design, CCD 2022 Held as Part of the 24th HCI International Conference, HCII 2022 ; 13311 LNCS:405-416, 2022.
Article in English | Scopus | ID: covidwho-1941428
ABSTRACT
The COVID-19 pandemic caused changes in our living styles severely after 2019 and has accelerated the shift towards a more cyber world. The recent online consumer survey showed that changes in online shopping behaviors are likely to have lasting effects. This study examined the different cultural comparisons of the navigation of website menu and product category layers on e-commerce websites. Our findings indicated that the menu of the Western e-commerce website is more layers than the East Asian website did (H1) through usability testing. In addition, participants spent more time on Western e-commerce websites than on East Asian e-commerce websites did (H2). This research provided a prospective insight for cross-border e-commerce that customized the website menu presentation when worldwide consumers visited them cross-culturally. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
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Full text: Available Collection: Databases of international organizations Database: Scopus Language: English Journal: 14th International Conference on Cross-Cultural Design, CCD 2022 Held as Part of the 24th HCI International Conference, HCII 2022 Year: 2022 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: Scopus Language: English Journal: 14th International Conference on Cross-Cultural Design, CCD 2022 Held as Part of the 24th HCI International Conference, HCII 2022 Year: 2022 Document Type: Article