Context-aware optimization of mobile commerce website interfaces from the consumers’ perspective: Effects on behavioral intentions

This study focuses on the effects of user interfaces in mobile commerce (m-commerce) on the perceived ease of use and related consumer behaviors when controlled for environmental conditions (sunshine, humidity, and brightness). Effects were tested in real-time contexts (outdoor m-commerce). Specifically, three key design attributes related to commercial website interfaces were examined using a full factorial plan (2 × 2 × 2): color contrast, layout, and font type. A website selling music CDs was created for the experiment. Data were collected through an online questionnaire (n = 560) to investigate potential direct and interaction effects of these interface attributes. The 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 (Arial) is perceived as easier to use when engaged in outdoor m-commerce. This combination of interface attributes is associated with higher intentions to purchase as well as an increase in revisits and recommendations of the website. The implications for both m-commerce research and practice are discussed.