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Dissertation/Thesis Abstract

Effects of white space on consumer perceptions of value in e-commerce
by Loh, Sin Lee, M.S., San Jose State University, 2013, 70; 1547105
Abstract (Summary)

As e-commerce becomes an increasingly large industry, questions remain about how the isolated effects of design elements on websites influence consumer perceptions and purchasing behavior. This study used a quantitative approach to measuring the effect of a ubiquitous element of design, white space, on the perception of the monetary value of individual items. White space is a key component of design and website usability, yet it has been shown to be related to the perception of luxury. Little is known about the direct relationship between manipulation of white space and the outcomes on consumer perceptions of value in an e-commerce context. This study found no significant difference between two levels of total white space area (large vs. small) measured by participants' perceived cost of items (chairs). In contrast, while holding total white space constant, the effect of white space distance between images was significant for males but not for females. Additionally, no significant relationship between gender and frequency of online shopping behavior was found, χ2(1) = 3.19, p = .07, &phis; = .17. Gender and amount of time spent per month online were significantly related, χ 2(1) = 6.21, p = .013, &phis; = .24.

Indexing (document details)
Advisor: Laraway, Sean
Commitee: Jordan, Kevin, Wughalter, Emily
School: San Jose State University
Department: Industrial and Systems Engineering
School Location: United States -- California
Source: MAI 52/03M(E), Masters Abstracts International
Subjects: Design, Economics, Web Studies, Rhetoric
Keywords: Consumer perception, Design, E-commerce, Usability, Value, White space
Publication Number: 1547105
ISBN: 978-1-303-47958-8
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