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      The Influence of Internet Experience on the Judgment of Mobile Web Design


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      Proceedings of the 32nd International BCS Human Computer Interaction Conference (HCI)

      Human Computer Interaction Conference

      4 - 6 July 2018

      Web design, mobile website, aesthetics, usability, credibility, visual, color, layout, internet experience, perception, China



            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.


            Author and article information

            July 2018
            July 2018
            : 1-12
            [1 ] University of Saskatchewan

            Saskatoon, Canada
            © Oyibo et al. Published by BCS Learning and Development Ltd. Proceedings of British HCI 2018. Belfast, UK.

            This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

            Proceedings of the 32nd International BCS Human Computer Interaction Conference
            Belfast, UK
            4 - 6 July 2018
            Electronic Workshops in Computing (eWiC)
            Human Computer Interaction Conference
            Product Information: 1477-9358BCS Learning & Development
            Self URI (journal page): https://ewic.bcs.org/
            Electronic Workshops in Computing
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