Abstract
Web design is a key factor in the success of e-commerce websites. Research has shown that it can be leveraged to achieve positive outcomes in online transaction and user behavior. However, there is limited knowledge on how internet experience influences the perception of mobile web design and user preferences. To bridge this gap, we conducted an empirical study among 115 subjects from China to investigate how internet experience influences the judgement of mobile websites and user preferences. Our results show that users with higher internet experience are more critical of mobile web design than those with lower internet experience. Moreover, users with lower internet experience are more likely to prefer colorful web design than those with higher internet experience. On the other hand, users with higher internet experience are more likely to prefer minimalistic web design than those with lower internet experience. We discuss the implications of our findings in the context of mobile website design.
Highlights
Smartphones have become ubiquitous globally thanks to the mobile technology and social media revolutions
6.3 Summary of Main Findings, Implications and Contributions For easy and quick access to the results of this study, we summarize the main findings as follows: (i) high experience (HE) users are more critical of mobile web designs than low experience (LE) users
In this paper, we presented the influence of internet experience (IE) on the judgment of mobile web designs in the tourism domain using Chinese subjects (n = 115) as a case study
Summary
Smartphones have become ubiquitous globally thanks to the mobile technology and social media revolutions. Research has shown that the global Internet user population is heterogeneous (Perdue 2001), with different user groups having different preferences and perceptions of mobile websites. Investigating the influence of IE on user judgment of mobile web designs will help designers in tailoring the user interface (UI) of mobile websites to different user groups with different levels of IE This has the potential of increasing the visual appeal and credibility perception of mobile websites among the different user groups segmented by IE. We provide an overview of the concepts of aesthetics, usability and credibility These three web design attributes are widely recognized and studied in the literature (Fogg et al 2002; Hong 2006; Oyibo & Vassileva 2017). While we may agree with the interactionist view of aesthetics, our study focuses on the subjective view of aesthetics as held by Kant (Ginsborg 2014)
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