TY - GEN
T1 - Research on Retail Media Advertisements and Consumer Requirements - Taking E-Commerce Listing Pages as an Example
AU - Li, Shu Ching
AU - Chiu, Tseng Ping
N1 - Publisher Copyright:
© 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2023
Y1 - 2023
N2 - 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.
AB - 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.
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U2 - 10.1007/978-3-031-35696-4_9
DO - 10.1007/978-3-031-35696-4_9
M3 - Conference contribution
AN - SCOPUS:85169412913
SN - 9783031356957
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 106
EP - 122
BT - Design, User Experience, and Usability - 12th International Conference, DUXU 2023, Held as Part of the 25th HCI International Conference, HCII 2023, Proceedings
A2 - Marcus, Aaron
A2 - Rosenzweig, Elizabeth
A2 - Soares, Marcelo M.
PB - Springer Science and Business Media Deutschland GmbH
T2 - 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
Y2 - 23 July 2023 through 28 July 2023
ER -