Online shopping has revolutionized our daily lives in the modern era. We can purchase needed goods on mobile shopping applications (apps) anytime and anywhere without leaving home. Especially during the COVID-19 pandemic, we have become increasingly dependent on various mobile shopping activities. However, the visual design of the shopping app interface often affects the user’s interactive experience and the efficiency of browsing product information. In addition, gender differences are also worth being considered in the shopping interface design process. To achieve the goal, the research conducted a user study (N=40) of a 2 x 2 x 2 mixed factorial design (i.e., information layout x display mode x gender difference). Each participant performed four tasks during the experiment. The authors measured the task completion time, collected the subjective responses from the SUS and the 7-point Likert scale questionnaire, and interviewed participants. The results revealed that: (1) females perform faster in lighter mode when searching for information location, while males perform faster in darker mode. (2) The information layout affects the user’s visual search performance and subjective evaluation; females prefer the list style, but men prefer the matrix style. (3) Participants (both males and females) perceived matrix style as more popular than list style in dark mode; however, the result was reversed in light mode. The findings generated from the research can serve as a good reference for the development of user experience in the user interface design of mobile shopping apps.

Purpose: With the rapid development of technology, 360° panorama on mobile as a very convenient way to present virtual reality has brought a new shopping experience to consumers. Usually, consumers get product information through virtual annotations in 360° panorama and then make a series of shopping behaviors. The visual design of virtual annotation significantly influences users' online visual search for product information. This study aims to investigate the influence of the visual design of virtual annotation on consumers' shopping experience in the online shopping interface of 360° panorama.Design/methodology/approach: A 2 × 3 between-subject design was planned to help explore whether different display model of annotation (i.e. negative polarity and positive polarity) and different background transparency of annotation (i.e. 0% transparency, 25% transparency and 50% transparency) may affect users' task performance and their subjective evaluations.Findings: (1) Virtual annotations with different background transparency affect user performance, and transparency has better visual search performance. (2) Virtual annotation background display mode may affect the user operation performance; the positive polarity of the virtual annotation is more convenient for the users' visual searching for product information. (3) When the annotation background transparency is opaque or semi-transparent, the negative polarity display is more favorable to the users' visual search. However, this situation is reversed when the annotation background transparency is 25%. (4) Participants preferred the presentation of positive polarity virtual annotations. (5) Regarding the degree of willingness to use and ease of understanding, participants preferred the negative polarity display for 0% background transparency or 50% background transparency. However, the opposite result was obtained for 25% background transparency.Originality/value: The findings generated from the research can be a good reference for the development of virtual annotation visual design for mobile shopping applications.Highlights: Virtual annotation background transparency and background display mode are two essential attributes of 360° panoramas. This study examined how virtual annotation background transparency and background display mode influence user performance and experience. It is recommended to use a translucent or opaque annotation background with a negative polarity display. Virtual annotation presentation with 25% background transparency facilitates consumer searching and comparison of product information. Users prefer a positive polarity annotation display.

Purpose: The implementation of interaction design concepts to facilitate communication between users and shopping websites has gained increasing attention in recent years. Mouse hover is a vital interaction method for users to access shopping sites and significantly impacts their decision-making experience. A well-designed mouse hover function can effectively enhance the user's search performance and improve the user experience. The purpose of this study is to investigate whether the dynamic prompt designs at the hover position and the degree of feedback transparency may affect the user's task performance and personal feelings when operating the hover function on the shopping website.Design/methodology/approach: The study employed two independent variables in the experiments: dynamic prompt and background transparency of hover feedback. A between-subject design of 2 (single flicker and continuous flicker) × 3 (transparency at 0%, 25%, and 50%) was adopted in the experiment. A total of 60 participants were invited to participate in the experiment using the purposive sampling method. Participants were asked to complete four operation tasks, and the time of each was recorded. They were then asked to complete the system usability scale (SUS) questionnaire and conduct subjective evaluations before they were briefly interviewed.Findings: The generated results revealed that: (1) In the interaction with a shopping website, the degree of background transparency of hover feedback affected the participants' task performance. (2) The effect of a single flicker had significantly higher subjective evaluation results regarding the degree of rationality compared with a continuous flicker. (3) The participants' perceptions of the information clarity were affected when the background transparency of hover feedback was 50%. (4) The effect of a continuous flicker was better than that of a single flicker when the background transparency of hover feedback was 25%. The participants' attraction to a continuous flicker was significantly higher than that of a single flicker. Nonetheless, when the degree of background transparency was at 0% or 50%, the results were the opposite.Originality/value: The findings generated from the research can be a reference for the development of hover operation in the user interface design for shopping websites.