Is Popularity Everything? Understanding the Role of Interface Cues in Online Shopping Decision-Making.
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| Title: | Is Popularity Everything? Understanding the Role of Interface Cues in Online Shopping Decision-Making. |
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| Authors: | Wu, Mengke (AUTHOR), Maslowska, Ewa (AUTHOR), Yao, Mike (AUTHOR) |
| Source: | International Journal of Human-Computer Interaction. Dec2025, Vol. 41 Issue 24, p15778-15790. 13p. |
| Subjects: | Popularity, Scarcity, Consumer behavior, Decision making, Interface structures, Electronic commerce, User experience |
| Abstract: | E-commerce platforms increasingly leverage product recommendation features that use interface cues—such as promotions, ratings, and scarcity indicators—to drive consumers' choice behavior. While prior research has examined the individual effects of these cues, their combined effects and relative importance remain under-explored. This study employs Choice-Based Conjoint analysis across three sequential studies to examine how various combinations of common interface cues impact product preferences. Findings reveal that, in general, cues signaling product popularity and special offers exert the strongest influence, followed by scarcity indicators. Specifically, high ratings with numerous reviews, extra price coupons, and limited-time deals were especially persuasive for both search and experience products, while product authenticity played an additional critical role for experience products. Our study can inform e-commerce design strategies, such as prioritizing impactful cues in product listings, to facilitate user decision-making and improve the usability of the product display interface. [ABSTRACT FROM AUTHOR] |
| Copyright of International Journal of Human-Computer Interaction is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Psychology and Behavioral Sciences Collection |
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| Abstract: | E-commerce platforms increasingly leverage product recommendation features that use interface cues—such as promotions, ratings, and scarcity indicators—to drive consumers' choice behavior. While prior research has examined the individual effects of these cues, their combined effects and relative importance remain under-explored. This study employs Choice-Based Conjoint analysis across three sequential studies to examine how various combinations of common interface cues impact product preferences. Findings reveal that, in general, cues signaling product popularity and special offers exert the strongest influence, followed by scarcity indicators. Specifically, high ratings with numerous reviews, extra price coupons, and limited-time deals were especially persuasive for both search and experience products, while product authenticity played an additional critical role for experience products. Our study can inform e-commerce design strategies, such as prioritizing impactful cues in product listings, to facilitate user decision-making and improve the usability of the product display interface. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 10447318 |
| DOI: | 10.1080/10447318.2025.2502964 |
