Proceedings of the 32nd International BCS Human Computer Interaction Conference (HCI)
Human Computer Interaction Conference
4 - 6 July 2018
Web design is a key factor in the success of e-commerce websites. Research has shown that it can be leveraged to achieve positive outcomes in online transaction and user behavior. However, there is limited knowledge on how internet experience influences the perception of mobile web design and user preferences. To bridge this gap, we conducted an empirical study among 115 subjects from China to investigate how internet experience influences the judgement of mobile websites and user preferences. Our results show that users with higher internet experience are more critical of mobile web design than those with lower internet experience. Moreover, users with lower internet experience are more likely to prefer colorful web design than those with higher internet experience. On the other hand, users with higher internet experience are more likely to prefer minimalistic web design than those with lower internet experience. We discuss the implications of our findings in the context of mobile website design.