Information Search Patterns on Product ComparisonServices in E-Commerce Websites

摘要

It is important for firms to help customers find the products or information they need in order to increase sales and promoternreturn visits to their websites. Hence, the presentation of product information is very important in e-commerce websites. Inrnthis research, we study how disposition styles can influence browsing patterns. The pilot test results show that people arerninclined to use feature information paths in the vertical disposition style and product information paths in the horizontalrndisposition style. With vertical disposition, users are more likely to follow feature information paths which may help themrnfocus on comparisons across products.