Research on Retail Media Advertisements and Consumer Requirements - Taking E-Commerce Listing Pages as an Example

Shu Ching Li, Tseng Ping Chiu

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

In the “Cookieless” era, user-oriented privacy awareness highlights the advantages of e-commerce in directly obtaining user information. The era of emphasis on consumer experience has accelerated the development of retail media advertising. Therefore, the goal of this research is to promote the balance between e-commerce, retailers and consumer experience, and to improve digital advertising marketing efficiency and user experience. First of all, this study summarizes the 3 most common page types and 8 types of advertisements for retail advertisements through case studies. Then, a consumer questionnaire survey was conducted through a simulated sample, and the influence of different consumer motivations and search types on the usage status of different pages was also explored. This study found that the list page is the best exposure position for retail media advertisements, and “Top Row ads” is the type of advertisement that attracts the most attention and favor from consumers. On the contrary, it is the type of “Sponsorship Advertising” that is currently the most widely used. It highlights how little e-commerce currently understands about the consumer experience. Finally, 10 key consumer requirements and 8 key design elements are sorted out through focus groups through QFD method.

Original languageEnglish
Title of host publicationDesign, User Experience, and Usability - 12th International Conference, DUXU 2023, Held as Part of the 25th HCI International Conference, HCII 2023, Proceedings
EditorsAaron Marcus, Elizabeth Rosenzweig, Marcelo M. Soares
PublisherSpringer Science and Business Media Deutschland GmbH
Pages106-122
Number of pages17
ISBN (Print)9783031356957
DOIs
Publication statusPublished - 2023
Event12th International Conference Design, User Experience, and Usability Conference, DUXU 2023, held as part of the 25th International Conference on Human-Computer Interaction, HCII 2023 - Copenhagen, Denmark
Duration: 2023 Jul 232023 Jul 28

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume14031 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference12th International Conference Design, User Experience, and Usability Conference, DUXU 2023, held as part of the 25th International Conference on Human-Computer Interaction, HCII 2023
Country/TerritoryDenmark
CityCopenhagen
Period23-07-2323-07-28

All Science Journal Classification (ASJC) codes

  • Theoretical Computer Science
  • General Computer Science

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