The Product Listing Page UI Structure in Mobile Commerce: An AHP and Visual Attention Analysis of Key Information for Sales Enhancement; [모바일 커머스의 상품리스트 페이지 UI 구조 제안: 판매 활성화 관점의 주요 정보에 대한 AHP 분석과 시각적 주의 분석을 기반 으로]

초록

Background Considering the business aspects of mobile commerce, this study aims to explore how to improve the user interface(UI) to enhance e-commerce sales by focusing on the ‘Product Listing Page (PLP)’. PLP can influence sales by simplifying consumers’ shopping experiences and promoting informed purchasing decisions. Therefore, we aim to propose a UI structure that enhances the information-providing environment to increase sales. Methods The study used the analytic hierarchy process(AHP) and eye tracking methods to identify key information that enhances sales and analyzes customer responses. Initially, the information provided on the PLP was categorized, followed by a survey targeting e-commerce experts to prioritize the information for enhancing sales using AHP. Subsequently, eye tracking was used to examine which information users looked at for longer periods and more frequently across different interface types. Finally, the two sets of results were integrated. Results Through the AHP analysis for e-commerce experts, the key information to enhance sales on the PLP is ‘price information (1st)’, ‘review information (2nd)’ and ‘visual information (3rd)’. Additionally, through the eye-tracking analysis for consumers, when exploring the PLP with a list layout, users gaze more frequently at the important information to enhance sales, namely ‘price information’ and ‘review information’ and to navigate more smoothly using scrolling when compared to PLP with a grid layout. Furthermore, when viewing the PLP with a grid layout, users gaze longer and more frequently at the ‘visual information’, and there is a tendency for their gaze to be more dispersed across the entire screen rather than using scrolling for navigation. Conclusions Based on the results, this study proposes the UI structure of the PLP according to e-commerce strategies. By enhancing the information-providing environment, it is suggested to use a list layout for platforms requiring efficient provision of key information to increase sales from a strategic perspective. Additionally, for platforms where visual images are prioritized, the use of a grid layout is proposed. This is an Open Access article distributed under the terms of the Creative Commons Attribution NonCommercial License (http://creativecommons.org/licenses/by-nc/3.0/), which permits unrestricted educational and non-commercial use, provided the original work is properly cited.

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