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

Shu Ching Li, Tseng Ping Chiu

研究成果: Conference contribution

摘要

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.

原文English
主出版物標題Design, User Experience, and Usability - 12th International Conference, DUXU 2023, Held as Part of the 25th HCI International Conference, HCII 2023, Proceedings
編輯Aaron Marcus, Elizabeth Rosenzweig, Marcelo M. Soares
發行者Springer Science and Business Media Deutschland GmbH
頁面106-122
頁數17
ISBN(列印)9783031356957
DOIs
出版狀態Published - 2023
事件12th 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
持續時間: 2023 7月 232023 7月 28

出版系列

名字Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
14031 LNCS
ISSN(列印)0302-9743
ISSN(電子)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
國家/地區Denmark
城市Copenhagen
期間23-07-2323-07-28

All Science Journal Classification (ASJC) codes

  • 理論電腦科學
  • 一般電腦科學

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