E-Commerce Website Design for Expanding Knowledge and Interests of Potential Buyers

Masao Nakamura, Tomoko Kajiyama, Noritomo Ouchi

Abstract: A design for e-commerce websites is presented that aims to expand the product knowledge and interests of potential buyers. Three system requirements were defined on the basis of observations of three experienced store clerks interacting with in-store customers. The key feature of websites based on the proposed design is that a user can browse product information from three viewpoints: Product attributes, attribute examples, and detailed information about each attribute. Evaluation by 20 participants demonstrated that a website based on the proposed design enables users to acquire product knowledge and expand their interests.