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Where is Your Product Hiding Inside Navigation? the Study of Differences E-commence Website Navigation and Product Category Layer Between U.S., France, Japan, and Taiwan

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Cross-Cultural Design. Interaction Design Across Cultures (HCII 2022)

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Abstract

The COVID-19 pandemic caused changes in our living styles severely after 2019 and has accelerated the shift towards a more cyber world. The recent online consumer survey showed that changes in online shopping behaviors are likely to have lasting effects. This study examined the different cultural comparisons of the navigation of website menu and product category layers on e-commerce websites. Our findings indicated that the menu of the Western e-commerce website is more layers than the East Asian website did (H1) through usability testing. In addition, participants spent more time on Western e-commerce websites than on East Asian e-commerce websites did (H2). This research provided a prospective insight for cross-border e-commerce that customized the website menu presentation when worldwide consumers visited them cross-culturally.

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Authors and Affiliations

  1. Department of Industrial Design, National Cheng Kung University, Tainan, Taiwan

    Ya-Chun Yang & Tseng-Ping Chiu

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  1. Ya-Chun Yang
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  2. Tseng-Ping Chiu
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Correspondence to Tseng-Ping Chiu .

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  1. Tsinghua University, Beijing, China

    Pei-Luen Patrick Rau

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Yang, YC., Chiu, TP. (2022). Where is Your Product Hiding Inside Navigation? the Study of Differences E-commence Website Navigation and Product Category Layer Between U.S., France, Japan, and Taiwan. In: Rau, PL.P. (eds) Cross-Cultural Design. Interaction Design Across Cultures. HCII 2022. Lecture Notes in Computer Science, vol 13311. Springer, Cham. https://doi.org/10.1007/978-3-031-06038-0_30

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  • DOI: https://doi.org/10.1007/978-3-031-06038-0_30

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-06037-3

  • Online ISBN: 978-3-031-06038-0

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