The impact of the complexity of the interactive interface of e-commerce apps on user satisfaction and efficiency

Abstract: Objective With the rapid development of e-commerce, more and more people have begun to use e-commerce apps for online shopping. However, with the continuous expansion of e-commerce App functions, its interactive interface is becoming increasingly complex. This could affect user satisfaction and shopping efficiency, but the issue must be thoroughly studied. Therefore, this study explores the impact of the complexity of e-commerce apps' interactive interfaces on user satisfaction and efficiency. Methods A questionnaire survey was conducted in this study on the aspects of function and content, navigation bar, controls and elements, layout and design, device compatibility, and their satisfaction scores were collected. A total of 89 valid questionnaires were collected from Chinese users. Then SPSS was used for data analysis.Results The results show that the complexity of the interactive interface of e-commerce apps significantly impacts user satisfaction and efficiency. There is a negative relationship between the complexity of the interactive interface and shopping satisfaction and a negative relationship between the complexity and shopping efficiency. In addition, users pay more attention to product information's presentation and recommendation function when shopping. Hence, they must pay more attention to these aspects when designing e-commerce apps. Conclusion and Revelation This study confirmed the influence of the complexity of the e-commerce App interface on user satisfaction and efficiency. Our results suggest that simplified versions of e-commerce apps can improve shopping efficiency. These results suggest that e-commerce App developers need to balance shopping efficiency and user satisfaction in interactive interface design and make customized designs according to the needs of their target user groups.Keywords: Interactive interface complexity, user satisfaction, shopping efficiency

Keywords: interactive interface complexity, user satisfaction, shopping efficiency

DOI: 10.54941/ahfe1004054

Cite this paper:

​