User Preference in Chinese E-commerce Interface Design: A Semantic Differential Approach

Abstract

As consumer demands for user experience in e-commerce platforms continue to rise, interface layout has emerged as a critical factor influencing purchase decisions. This study investigates design preferences across four major Chinese platforms—JD.com (utilitarian layout), Taobao (social-commerce integration), Douyin Mall (short-video-driven interface), and Pinduoduo (gamified presentation). Employing a mixed-methods approach, we conducted semi-structured interviews (n=32) and a semantic differential survey (n=227 valid responses) to establish a perceptual evaluation system. Six bipolar adjective pairs (e.g., "orderly vs. cluttered," "harmonious vs. conflicting") were used to construct perceptual-semantic spaces. Principal component analysis (PCA) via SPSS 26.0 identified three core dimensions: Interface Layout (α=.87), Information Presentation (α=.83), and User Preference (α=.79). Results demonstrated significant correlations between spatial zoning patterns and user satisfaction (r=.68, p<.01), with JD.com ranking highest due to its structured layout, while Douyin Mall scored lower owing to its video-centric immersion. These findings offer empirical guidelines for cross-cultural interface optimization and propose a triaxial design framework balancing layout, information, and emotional engagement.

Keywords: E-commerce Interface Design, Semantic Differential Method, User Experience, Principal Component Analysis.

DOI: 10.54941/ahfe1006688