Online Store Aesthetics Impact Efficacy of Product Recommendations and Highlighting
Piotr Sulikowski,
Michał Kucznerowicz,
Iwona Bąk,
Andrzej Romanowski,
Tomasz Zdziebko
Affiliations
Piotr Sulikowski
Department of Information Systems Engineering, Faculty of Information Technology and Computer Science, West Pomeranian University of Technology, ul. Zolnierska 49, 71-210 Szczecin, Poland
Michał Kucznerowicz
Department of Information Systems Engineering, Faculty of Information Technology and Computer Science, West Pomeranian University of Technology, ul. Zolnierska 49, 71-210 Szczecin, Poland
Iwona Bąk
Department of Applied Mathematics in Economics, Faculty of Economics, West Pomeranian University of Technology, ul. Zolnierska 47, 71-210 Szczecin, Poland
Andrzej Romanowski
Institute of Applied Computer Science, Faculty of Electrical, Electronic, Computer and Control Engineering, Lodz University of Technology, ul. Stefanowskiego 18/22, 90-924 Lodz, Poland
Tomasz Zdziebko
Department of Information Technology in Management, Faculty of Economics, Finance and Management, University of Szczecin, ul. Adama Mickiewicza 64, 71-101 Szczecin, Poland
Owing to high competition in e-commerce, customers may prefer sites that ensure that good user experience (UX) and website aesthetics are one of its qualities. The method of presenting items seems crucial for gaining and maintaining user attention. We conducted a task-based user eye-tracking study with n = 30 participants to examine two variants of an online fashion store: one based on aesthetic rules and one defying them. The following aspects of item presentation were considered: height and width the ratio of product photos, website colors, rounded borders, text visibility, spacing between elements, and smooth animation. We investigated their relationship to user attention by analyzing gaze fixation, tracking user interest, and conducting a supplementary survey. Experimental results showed that owing to following the rules of aesthetics in interface design in the presented fashion shopping scenario, elements such as the recommendation area and product highlights had a significant positive impact on customer attention.
