Taieb Basma


First name: Basma
Last name: Taieb
Email: basma_taieb@yahoo.fr
Department: France
Area of teaching: Marketing
Date of birth (dd/mm/yy): 23/04/1979
Nationality: French
Qualification: Lecturer
Professional and academic career: I’m currently a teacher at the University of Cergy Pontoise (France) and Business Schools.
Competitive research or professional awards received: Third for the thesis prize awarded by sphinx
Sketch biography: I holds a PhD in Marketing, from Graduate School of Management (IAE Aix-en-Provence, France).  My current research focuses on design of website, consumer behavior and consumer culture. My work has been published in international journals and conferences as JBR, M&A, RBIRS and EMAC..

Chapter title: Designing Website Interfaces for M-Commerce with consideration for Adult Consumers

Abstract: This chapter presents a study that investigates the effects of mobile website design on the behavioral intentions of adult consumers. More specifically, we analyze the interaction effects between the principal design cues of a mobile commerce (m-commerce) website, such as background/foreground colors, font text and layout. A website selling music CDs has been especially designed and built for the experiment in order to place participants in real-life conditions of navigation. Three experiments have been conducted based on visits to a fictitious m-commerce website. Experiment 1 manipulates the levels of color contrast: positive contrast (light text on a dark background) versus negative contrast (dark text on a light background). In experiment 2, contrast and font have been manipulated with a complete factorial plan: 2 x 2 (negative vs positive contrast x serif font vs sans serif font). Finally, contrast and layout have been manipulated in a third experimental 2 x 2 plan (negative vs positive contrast x dense vs airy layout). This research involved 219 French participants. Results show significant effects of the positive contrast (light text on a dark background) of the mobile website design on the purchase and revisit intentions of adults. Discussions about the interaction effects of design elements, limitations and directions for future research follow.

Keywords: m-commerce, design, age, purchase intention, revisit intention

Co-author: Jean-Éric Pelet


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