Context-aware optimization of mobile commerce website interface

Due to the ubiquity and the localization, designing mobile commerce (m-commerce) websites requires more emphasis on consumers interaction with mobile shopping interfaces in outdoor conditions. This study focuses on the ignored aspects of ubiquity and user localisation when designing m-commerce websites. Specifically, we conduct an empirical experiment in real conditions (i.e. mobile shopping outdoor) by considering three key attributes related to the website interface: color contrast between foreground and background, line spacing and font type. ANOVA tests were conducted to examine both direct and interactive effects. Results show that an m-commerce website with a positive color contrast (light text on a dark background) and airy line spacing with a sans-serif font (e.g. Arial) is perceived as being easier to use when conducting shopping outdoors on a mobile phone. Such interface attributes indeed favours high intention to purchase, revisit and recommend the website. The implications for m-commerce research and practice are discussed.