Navigation interface design for agricultural e-commerce: an empirical study

Abstract: The purpose of this study was to investigate the effects of visual information layout format on users' experiences when browsing a mobile e-commerce interface for agricultural products across different ages. The effects of different agriculture product layouts (side-by-side vs. list), and age (younger group vs. older group) on user satisfaction, purchase intention, and preference were assessed by 2x2 between-subjects and within-subjects mixed ANOVA. The study utilized a convenience sampling method, a total of 36 participants were invited and asked to complete satisfaction, purchase intention, and preference scales after they completed four manipulative tasks. The results of the study showed that the form of product layout did not have a significant effect on the participants' purchase intention, whereas there was a significant interaction effect between the young and the old in terms of satisfaction and preference.

Keywords: Agricultural e-Commerce, Navigation Interface Design, Visual Information, User Experiences

DOI: 10.54941/ahfe1004237

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