Impact of visual hierarchy on user experience in e-commerce websites

Title

Impact of visual hierarchy on user experience in e-commerce websites

Creator

Raghavendra A.N.; Vijayakumar G.; Thalari S.K.

Description

The primary aim of this book chapter is to propose a model that explains the influence of four elements of visual hierarchy-colour, size, alignment, and font/characters-on the user experience of e-commerce websites. The study's sample comprised 312 customers of e-commerce websites, with the four elements of visual hierarchy as independent variables, and the user experience of e-commerce websites as dependent variable. To analyze the data obtained from e-commerce website users, the researchers employed structural equation modeling to assess the relationships. The results of the analysis showed that the proposed model had acceptable fit indices and all the four elements of visual hierarchy had a positive impact on the user experience of e-commerce websites. While this book chapter examined the individual contributions of visual hierarchy elements, investigating how different combinations of visual hierarchy elements influence user experience could provide insights into optimal design strategies for e-commerce websites. 2024, IGI Global. All rights reserved.

Source

Contemporary Trends in Innovative Marketing Strategies, pp. 141-156.

Date

2024-01-01

Publisher

IGI Global

Coverage

Raghavendra A.N., CHRIST University (Deemed), India; Vijayakumar G., Ramaiah Institute of Technology, India; Thalari S.K., CMR Institute of Technology, India

Rights

Restricted Access

Relation

ISBN: 979-836931232-2; 979-836931231-5

Format

Online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-1231-5.ch007

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85190832551&doi=10.4018%2f979-8-3693-1231-5.ch007&partnerID=40&md5=45bb3b4c7e5ddccc953d76967bcee242