Abstract
E-commerce websites need effective category navigation especially when they need to be accessible to global users with multi-language backgrounds. An eye tracking laboratory study with English, Chinese, and Russian participants was conducted to investigate search behavior that influenced by different category level and layout design (vertical versus horizontal). The results showed that users employed different search strategies at different levels of categories, and they showed significant differences in search patterns on different layouts. The results also indicated the impact of language on search behavior. These findings provided useful considerations for visual research in category as well as implications for the category design of multi-language e-commerce websites.
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Liu, B., Cao, L., Tang, Y., Zhong, M. (2014). Visual Search on E-commerce Category Navigation: A Multi-language Study. In: Rau, P.L.P. (eds) Cross-Cultural Design. CCD 2014. Lecture Notes in Computer Science, vol 8528. Springer, Cham. https://doi.org/10.1007/978-3-319-07308-8_45
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DOI: https://doi.org/10.1007/978-3-319-07308-8_45
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