How Negative Space on Shopping Websites Influences Users’ Purchase Behavior

DOI

10.2991/cmfe-15.2015.159How to use a DOI?

Keywords

e-commerce;user experience;negative space proportion (NS proportion);trust; NS-Trust Model

Abstract

Purchase behavior trend of online shopping customers is predicted in this paper via a Negative Space-Trust Model. Based on cognitive psychology, this model we build mainly focuses on the influences of three types of negative space proportion in e-commerce webpage design (negative space proportion of page content, of effective content, of quality content) on user trust leading to different purchase behaviors for online shopping websites. After analysis, we make an equation to describe the model so that it is easier for people who use this method to estimate whether the e-commerce webpage design is reasonable. Then some examples are made to verify our model and a prediction is also included.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yiyu Jia
AU  - Yanqun Huang
PY  - 2015/07
DA  - 2015/07
TI  - How Negative Space on Shopping Websites Influences Users’ Purchase Behavior
BT  - Proceedings of the International Conference on Chemical, Material and Food Engineering
PB  - Atlantis Press
SP  - 673
EP  - 676
SN  - 2352-5401
UR  - https://doi.org/10.2991/cmfe-15.2015.159
DO  - 10.2991/cmfe-15.2015.159
ID  - Jia2015/07
ER  -