Gender Preference Differences in
e-commerce Website Design
Presenter: Dr Marzieh Ahmadzadeh
Outline
• Introduction
– UX
– Motivation
– Review of Literature

• Experiment
• Result

Presenter: Dr. M. Ahmadzadeh

2
User Experience
• A variety of definitions

• The effect of culture
– iPod vs. google
– Color preferences
Presenter: Dr. M...
Motivation
• How is the mental model of users of an e-commerce
website?
• Are women and men equally interested to buy good...
What’s been known?
(When people interact with technology)

I would do it
anyway!

Self Confidence
risk taking
Motivation

...
What’s been known?
(When people interact with technology)

I would design
something
adventures!

Designing Games

Self Con...
What’s been known?
(When people interact with technology)
I would Design
something to
make my job
easy!

I would design
so...
What’s been known?
(When people interact with a website)

I care for
symmetry for
website design!

Aesthetics,
Vertical
Sy...
What’s been known?
(When people interact with a website)

How
WONDERFUL,
we are the
same!

How COOL, we
are the same!
Colo...
What’s been known?
(When people interact with a website)

Black & Grey?
Triangle? Italic &
Plain Font?
Artificial sound?
E...
What’s been known?
(When people interact with a website)

WELL, WE ARE
NOT SURE!

WELL, WE ARE
NOT SURE!
Outline
• Introduction
• Experiment
– Participant
– Tools & Context
– Approach

• Result

Presenter: Dr. M. Ahmadzadeh

12
Participant
• Qualitative Research.
• Started with “as needed participant”.
• Men & women between 18 – 50. All had
experie...
Tools
• Blank pages with IE
heading to paint on.
• Loads of colored pencil
& crayons.
– Yellow, blue, red, brown,
green, w...
Context
• Filled a questionnaire prior to experiment.
– To find which group they belonged to.

• Friendly environment.
– M...
Approach

Presenter: Dr. M. Ahmadzadeh

16
Results (First Group)
G1

Language Color

Women Formal

Men

Formal

Sahpe

sound

Blue
Brown
Yellow

Square
Rectangle

No...
More on Result
• Women preferred some harmony between colors, this
was not important for men.
• There was no preference in...
More on
Anahita Mahzari’s Dissertation
Shiraz University of Technology
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Ahmadzadeh

  1. 1. Gender Preference Differences in e-commerce Website Design Presenter: Dr Marzieh Ahmadzadeh
  2. 2. Outline • Introduction – UX – Motivation – Review of Literature • Experiment • Result Presenter: Dr. M. Ahmadzadeh 2
  3. 3. User Experience • A variety of definitions • The effect of culture – iPod vs. google – Color preferences Presenter: Dr. M. Ahmadzadeh 3
  4. 4. Motivation • How is the mental model of users of an e-commerce website? • Are women and men equally interested to buy goods online? – Technical ability? – Trust? – …. – Not interested? • Website Design? • 10 seconds rule? Presenter: Dr. M. Ahmadzadeh 4
  5. 5. What’s been known? (When people interact with technology) I would do it anyway! Self Confidence risk taking Motivation I wouldn’t do it unless I know the consequence!
  6. 6. What’s been known? (When people interact with technology) I would design something adventures! Designing Games Self Confidence risk taking Motivation I would Design something for learning!
  7. 7. What’s been known? (When people interact with technology) I would Design something to make my job easy! I would design something to control the world around me! Designing Technology Designing Games Self Confidence risk taking Motivation
  8. 8. What’s been known? (When people interact with a website) I care for symmetry for website design! Aesthetics, Vertical Symmetry I don’t care for symmetry in website design!
  9. 9. What’s been known? (When people interact with a website) How WONDERFUL, we are the same! How COOL, we are the same! Color, Combination of text and image Aesthetics, Vertical Symmetry
  10. 10. What’s been known? (When people interact with a website) Black & Grey? Triangle? Italic & Plain Font? Artificial sound? Energetic? Color Color, Combination of text and image Aesthetics, Vertical Symmetry Pink? Circle? Plain Font? Bird Song? Happy looking?
  11. 11. What’s been known? (When people interact with a website) WELL, WE ARE NOT SURE! WELL, WE ARE NOT SURE!
  12. 12. Outline • Introduction • Experiment – Participant – Tools & Context – Approach • Result Presenter: Dr. M. Ahmadzadeh 12
  13. 13. Participant • Qualitative Research. • Started with “as needed participant”. • Men & women between 18 – 50. All had experience surfing the net. • Three groups – Visited e-commerce website(s) and purchased. – Visited e-commerce website(s) and did not purchase. – Visited no e-commerce website(s) and no purchase. Presenter: Dr. M. Ahmadzadeh 13
  14. 14. Tools • Blank pages with IE heading to paint on. • Loads of colored pencil & crayons. – Yellow, blue, red, brown, green, white, black and grey. • Solo tape, glue – Were able to use more pages if scrolling was needed. Presenter: Dr. M. Ahmadzadeh 14
  15. 15. Context • Filled a questionnaire prior to experiment. – To find which group they belonged to. • Friendly environment. – More than one session. • Allowed to ask questions. • Font size (with a single typeface) plus some word art were given were available in printed pages. • Focus on: – Color, Font size, Shapes, Language, Sound Presenter: Dr. M. Ahmadzadeh 15
  16. 16. Approach Presenter: Dr. M. Ahmadzadeh 16
  17. 17. Results (First Group) G1 Language Color Women Formal Men Formal Sahpe sound Blue Brown Yellow Square Rectangle No Blue Red Square Rectangle Yes G3 G2 Language Color Yes Square Rectangle No Men Formal Cool Color Sahpe sound Women Informal Warm No Preference Yes Colorfull with white background Square Rectangle No Formal sound Square Women Informal No Pref. Rectangle Circle Language Men Sahpe
  18. 18. More on Result • Women preferred some harmony between colors, this was not important for men. • There was no preference in term of font, except for title however some preferred some font size. Some men and women preferred art work for title. • Some preferred English language for non-domestic products. • Most of the people preferred one page only ( no scroll) • All hated irrelevant ads. while some welcomed relevant ones. Presenter: Dr. M. Ahmadzadeh 18
  19. 19. More on Anahita Mahzari’s Dissertation Shiraz University of Technology

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