The Effects of Information Layout, Display Mode, and Gender Difference on the User Interface Design of Mobile Shopping Applications

ABSTRACT

Online shopping has revolutionized our daily lives in the modern era. We can purchase needed goods on mobile shopping applications (apps) anytime and anywhere without leaving home. Especially during the COVID-19 pandemic, we have become increasingly dependent on various mobile shopping activities. However, the visual design of the shopping app interface often affects the user's interactive experience and the efficiency of browsing product information. In addition, gender differences are also worth being considered in the shopping interface design process. To achieve the goal, the research conducted a user study (N=40) of a 2× 2 x 2 mixed factorial design (i.e., information layout x display mode x gender difference). Each participant performed four tasks during the experiment. The authors measured the task completion time, collected the subjective responses from the SUS and the 7-point Likert scale questionnaire, and interviewed participants. The results revealed that (1) females perform faster in lighter mode when searching for information location, while males perform faster in darker mode. (2) The information layout affects the user's visual search performance and subjective evaluation;females prefer the list style, but men prefer the matrix style. (3) Participants (both males and females) perceived matrix style as more popular than list style in dark mode;however, the result was reversed in light mode. The findings generated from the research can serve as a good reference for the development of user experience in the user interface design of mobile shopping apps. © 2013 IEEE.