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.

由于移动商务（m-commerce）的普及性与本地化特性，在设计移动商务网站时，需要更注重消费者在户外场景下与移动购物界面的交互体验。本研究聚焦于移动商务网站设计中常被忽视的普及性与用户本地化维度。具体而言，本研究在真实户外移动购物场景下开展实证实验，考量网站界面的三项核心属性：前景与背景的色彩对比度、行间距以及字体类型。本研究采用方差分析（ANOVA）检验直接效应与交互效应。研究结果表明，采用正向色彩对比度（深色背景搭配浅色文字）、宽松行间距与无衬线字体（如Arial）的移动商务网站，在户外手机购物场景下被认为更易于操作。此类界面属性确实能提升用户的购买意愿、复访意愿与网站推荐意愿。本研究讨论了其对移动商务研究与实践的启示。