TY - GEN
T1 - The Study of Different Types of Menus Layout Design on the E-Commerce Platform via Eye-Tracking
AU - Yang, Ya Chun
AU - Chiu, Tseng Ping
N1 - Publisher Copyright:
© 2023, Springer Nature Switzerland AG.
PY - 2023
Y1 - 2023
N2 - The role of thumb of good website design is menu layout design, it represents excellent user interface and user experience. In this study, we aim to investigate the various menu layout and layer designs on the E-commerce website by constructing two iterative prototyping e-commerce websites. There are two analyses of the experiments. First, we introduced visualization of eye-tracking data to explore the visual perception of different menu layouts and layer designs. Second, we investigate the physiological and psychological data to understand the satisfaction and usability related to eye movement. The result showed that the reach rate of the eye-tracking data on the vertical layout is significantly higher than on the horizontal layout design in the second layer of the menu on the e-commerce website. In addition, we found gaze times back and forth will influence usability but not affect satisfaction. Overall, the vertical layout focus is more effective than the horizontal layout on the menu.
AB - The role of thumb of good website design is menu layout design, it represents excellent user interface and user experience. In this study, we aim to investigate the various menu layout and layer designs on the E-commerce website by constructing two iterative prototyping e-commerce websites. There are two analyses of the experiments. First, we introduced visualization of eye-tracking data to explore the visual perception of different menu layouts and layer designs. Second, we investigate the physiological and psychological data to understand the satisfaction and usability related to eye movement. The result showed that the reach rate of the eye-tracking data on the vertical layout is significantly higher than on the horizontal layout design in the second layer of the menu on the e-commerce website. In addition, we found gaze times back and forth will influence usability but not affect satisfaction. Overall, the vertical layout focus is more effective than the horizontal layout on the menu.
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U2 - 10.1007/978-3-031-35969-9_22
DO - 10.1007/978-3-031-35969-9_22
M3 - Conference contribution
AN - SCOPUS:85172026766
SN - 9783031359682
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 314
EP - 328
BT - HCI in Business, Government and Organizations - 10th International Conference, HCIBGO 2023, Held as Part of the 25th HCI International Conference, HCII 2023, Proceedings
A2 - Nah, Fiona
A2 - Siau, Keng
PB - Springer Science and Business Media Deutschland GmbH
T2 - Proceedings of the 10h International Conference on HCI in Business, Government and Organizations, held as Part of the 24th International Conference, HCI International 2023
Y2 - 23 July 2023 through 28 July 2023
ER -