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Title:
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A STUDY ON CATEGORY TYPE OF ONLINE SHOPPING MALL |
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Author(s):
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Kristen Koeun Nam, Kyle Kim, Sungmin Hong |
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ISBN:
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978-972-8939-52-6 |
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Editors:
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Katherine Blashki |
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Year:
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2011 |
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Edition:
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Single |
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Keywords:
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Online open market site, Fixed Category, Changeable Category |
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Type:
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Poster/Demonstration |
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First Page:
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503 |
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Last Page:
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505 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Form of fixed category of online open market site has deviation in their usefulness depending on the type of information search of users. This study is to look into the preferences of changeable categories which complement the demerits of these fixed categories and directly connected with the experiences of users in the real world. As a result of measuring the preferences of changeable categories by eye-tracking test and in-depth interview, the result values are different depending on the types of online information search and shopping of users. As a result of eye-tracking, changeable category shows high fixation duration and proceeds in more concentrative manner than fixed category. This result can be said to have affirmative influences on the action of search. In addition, the type of non-purpose oriented shopping showed affirmative opinion such as menu attention and increase in convenience of changeable category, but obtained the result that users who have distinct goods to buy have strong tendency to use search rather than category classification which they recognize through their experiences. This study reckoned that changeable category would be useful as a ring that connects real world of users with a grade of ranks of online category in case phrases that can predict connection link of goods, elements of arousing interest in connection with hot trends, social communication function and offering of benefits which included. |
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