Context-aware optimization of mobile commerce website interfaces from the consumers' perspective: Effects on behavioral intentions

This study focuses on the effects of user interfaces in mobile commerce (m-commerce) on the perceived ease of use and related consumer behaviors when controlled for environmental conditions (sunshine, humidity, and brightness). Effects were tested in real-time contexts (outdoor m-commerce). Specifically, three key design attributes related to commercial website interfaces were examined using a full factorial plan (2 x 2 x 2): color contrast, layout, and font type. A website selling music CDs was created for the experiment. Data were collected through an online questionnaire (n = 560) to investigate potential direct and interaction effects of these interface attributes. The results show that an m-commerce website with a positive color contrast (light text on a dark background) and airy line spacing with a sans-serif font (Arial) is perceived as easier to use when engaged in outdoor m-commerce. This combination of interface attributes is associated with higher intentions to purchase as well as an increase in revisits and recommendations of the website. The implications for both m-commerce research and practice are discussed.

Automated summary

This study examines the effects of user interfaces in mobile commerce on perceived ease of use and consumer behaviors. The results suggest that a mobile commerce website with positive color contrast and airy line spacing with a sans-serif font is perceived as easier to use in outdoor environments, leading to higher purchase intentions and increased revisits and recommendations of the website.