TY - GEN
T1 - 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
AU - Yang, Ya Chun
AU - Chiu, Tseng Ping
N1 - Publisher Copyright:
© 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2022
Y1 - 2022
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85133803601&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85133803601&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-06038-0_30
DO - 10.1007/978-3-031-06038-0_30
M3 - Conference contribution
AN - SCOPUS:85133803601
SN - 9783031060373
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 405
EP - 416
BT - Cross-Cultural Design. Interaction Design Across Cultures - 14th International Conference, CCD 2022, Held as Part of the 24th HCI International Conference, HCII 2022, Proceedings
A2 - Rau, Pei-Luen Patrick
PB - Springer Science and Business Media Deutschland GmbH
T2 - 14th International Conference on Cross-Cultural Design, CCD 2022 Held as Part of the 24th HCI International Conference, HCII 2022
Y2 - 26 June 2022 through 1 July 2022
ER -