Customer Preferences of Hot Area Locations on B2C Webpage
Focused on web design and marketing issues of B2C websites, how the web contents in the limited page space could be laid out in the most effective way in accordance with the marketing strategy is among the major concerns. To day, most of these B2C websites use the the first screen of the homepage as the most important promotion hot area for the main sale items, no matter whether the first screen is part of the homepage or not. On the homepage, usually the commercial text, graphics, photos, animations, and videos are added to attract consumers attention. The secondary sale products are listed on either the same page or on the following pages in similar layout format. To browse and select the other products, the consumers must scroll down the same page or move to the next pages, which very often causes incon venience to the consumers and may reduce the willingness of buying things. Therefore, in considering the design of the B2C webpage and the marketing strategies, it would be useful if user preference on clicking location (the hot area) could be identified on a webpage. The purpose of this study is to find out the hot area on a B2C webpage. Experi ments were carried out with subjects who were familiar with B2C websites. As a result, it was found that ( 1 ) There ex ists a preferred clicking hot area that varies with the products array layout of the page; (2) The preferred clicking hot areas are different between initial cursor positions of the upper left part and the center of the screen. It is suggested that the hot area preferences can be applied in the design of a more effective and efficient B2C websites as part of the marketing strategy.
Consumer Preference Hot Area Online Shopping E-Commerce B2C
Eric Min-yang Wang Tse-Min Chien
Department of Industrial Engineering and Engineering Management, Tsing Hua University Taiwan, Hsinchu, China, 30013
国际会议
郑州
英文
2008-09-20（万方平台首次上网日期，不代表论文的发表时间）