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, the authors 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 over the age of 45. 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.

By: Jean-Éric Pelet, Basma Taieb

Consumer behavior in m-commerce: literature review and research agenda

Abstract

Our work has a two-fold general objective: on the one hand, we wish to describe the mobile commerce environment and, on the other hand, to establish the determinants of the mobile consumer behavior. To achieve our objective, first, we describe the concept of mobile commerce, constraints, and benefits. Second, we study the determinants of mobile commerce adoption. Third, we focus on the determinants of mobile consumer satisfaction and loyalty. Finally, we summarize future avenues of investigation in a research agenda.

By: Saïd EttisAfef Ben Zin El Abidine

Afef Ben Zin El Abidine

afef-ben-zine-el-abidine

First name: Afef
Last name: Ben Zin el Abidine
Email: benzinafef@yahoo.fr
Department: Management
Telephone:  00216 50949179
Area of teaching: marketing, quality management
Date of birth (dd/mm/yy): 12/07/1978
Nationality: Tunisian
Qualification: PhD marketing
Professional and academic career: Technological lecturer in Business Administration
Sketch biography: Since 2012, I am a technological lecturer in Business Administration at the Higher Institute of Technological Studies in Kairouan, Tunisia. I obtained my PhD in marketing at Paris I Ponthéon Sorbonne, France. I teach marketing, statistical quality control and management. My research area is related to e-marketing and consumer behavior.

Chapter title: Consumer behavior in m-commerce: literature review and research agenda

Abstract: Our work has a two-fold general objective: on the one hand, we wish to describe the mobile commerce environment and, on the other hand, to establish the determinants of the mobile consumer behavior. To achieve our objective, first, we describes the concept of mobile commerce, constraints and benefits. Second, we study the determinants of mobile commerce adoption. Third, we focuse on the determinants of mobile consumer satisfaction and loyalty. Finally, we summarize future avenues of investgation in a research agenda.

Keywords:  M-commerce, E-commerce, M-consumer behavior, m-Satisfaction, m-Loyalty

Co-author: Said Ettis, ISG Gabes, Tunisia.

Taieb Basma

IMG_0003

First name: Basma
Last name: Taieb
Email: basma_taieb@yahoo.fr
Department: France
Telephone:+33651775767
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

Stamatiou Yannis

Yannis_Stamatiou

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Sketch biography: She holds a BSc degree from the Department of Business Administration, University of Patras and she is an MSc student at Imperial College, Business School, at the MSc Strategic Marketing programme. Her research interests include Entrepreneurship, eCommerce and eMarketing, Innovation and Business Modelling in the Digital Economy. Avgerou is especially interested in studying how users’ social network interactions influence their attitude towards adopting new products or services and, thus, how social networking can be employed in successful e-marketing strategies.

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Khan Jashim

Jashim Khan

First name: Jashim
Last name: Khan
Email: j.a.khan@surrey.ac.uk
Department: Business- Marketing
Telephone:
Area of teaching: Marketing, Consumer Behaviour, Digital Marketing, IMC, Strategy
Nationality: New Zealand
Qualification: PhD
Sketch biography: Lecturer in Marketing with University of Surrey, UK, Dr Khan holds a doctorate in business marketing from AUT University, New Zealand. His current research looks at experimental consumer behaviour in new digital environment with particular interest in how mobile devices influences consumption and informs online-mobile education. He is also an honorary lecturer in marketing with University of Liverpool/ Laureate Education and holds adjunct lecturer role with Dongbei University of Finance and Economics, China. Previously he was a Lecturer in Marketing at AUT University and a visiting professor of marketing with Ramkhamhaeng University, Thailand. Dr Khan’s research interest include the use of contactless smart cards, mobile Internet, location based advertising, and social media that are transcending consumption landscape and redefining how we shop for goods and services. His work appears in Journal of Business Research, Journal of Economic Psychology, Association for Consumer Research; Journal of Business and Economics, and International Business and Economic Review.

Chapter title: The Effect of Cultural Values in Mobile Payment Preference

Abstract: The purpose of this study is to compare French and New Zealand consumers’ perceptions of mobile payments (m-payments) relative to other options to identify the preferred mode of payment and related spending behaviour. Evidence suggests that payment modes can influence spending behaviours and therefore this is important to commerce to promote payment modes that facilitate transactions. Using the Perceptions of Payment Mode (PPM) scale (Khan et al., 2015), this study was able to identify cultural differences on perceptions of cash payments, though both countries’ consumers held negative perceptions of, and emotions towards, m-payments relative to other options. The empirical results are useful in understanding cultural aspects of payment modes and for companies to recognise consumers’ associations with these modes to enhance relations, services and the use of m-payments.

Keywords: Hofstede Culture, Individualism, Collectivism, Masculinity, Uncertainty Avoidance, Indulgence, Long-termism, Mobile, M-Payment, New Zealand, France, Payment mode choice, Mobile Commerce

Co-author: Pelet, J., Rivers, G. and Zuo, N

Saïd Ettis

said_ettis

First name: Said
Last name: Ettis
Email: said.ettis@gmail.com
Department: Management
Telephone: 0021620421415
Area of teaching: Marketing
Date of birth (dd/mm/yy): 03/04/1976
Nationality: Tunsian
Qualification: PhD Marketing
Professional and academic career: Assistant-Professor
Competitive research or professional awards received:
Sketch biography:

Saïd Ettis is an Assistant Professor at the University of Gabes, Higher Institute of Management (ISG), Gabes, Tunisia. He holds the Ph.D. from Higher Institute of Economics and Management – IAE (IEMN-IAE), University of Nantes, France. He teaches Marketing, E-marketing, Market Research, and Management. His research interests are related to e-marketing and consumer behavior.

Chapter title: Consumer behavior in m-commerce: literature review and research agenda

Abstract: Our work has a two-fold general objective: on the one hand, we wish to describe the mobile commerce environment and, on the other hand, to establish the determinants of the mobile consumer behavior. To achieve our objective, first, we describes the concept of mobile commerce, constraints and benefits. Second, we study the determinants of mobile commerce adoption. Third, we focuse on the determinants of mobile consumer satisfaction and loyalty. Finally, we sammrase future avenues of investgation in a research agenda.

Keywords: M-commerce, E-commerce, M-consumer behavior, m-Satisfaction, m-Loyalty

Co-author: Afef Ben Zin El Abidine, ISET Kairouan