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Finding Gender Preferences in E-Commerce Website Design by an Experimental Approach

Anahita Mahzari, Marzieh Ahmadzadeh Published in Human-computer Interaction

International Journal of Applied Information Systems
Year of Publication: 2013
© 2012 by IJAIS Journal
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  1. Anahita Mahzari and Marzieh Ahmadzadeh. Article: Finding Gender Preferences in E-Commerce Website Design by an Experimental Approach. International Journal of Applied Information Systems 5(2):35-40, January 2013. BibTeX

    	author = "Anahita Mahzari and Marzieh Ahmadzadeh",
    	title = "Article: Finding Gender Preferences in E-Commerce Website Design by an Experimental Approach",
    	journal = "International Journal of Applied Information Systems",
    	year = 2013,
    	volume = 5,
    	number = 2,
    	pages = "35-40",
    	month = "January",
    	note = "Published by Foundation of Computer Science, New York, USA"


Aesthetic design of a website has the same importance as its content, if not more, for the viewers to stay and interact. When it comes to e-commerce website, viewers' stay becomes even more important in order to increase the chance of purchase, but what makes a website an aesthetically designed website is of a question. Most websites seem to be designed based on designer taste not user preferences. This matter motivated this research to find users preferences in terms of font, shape, color, voice and language in website design issues. Specifically, we were interested in gender preferences. We try to find differences between preferences of male and female users in e-commerce website design in terms of the above mentioned issues. For this purpose we examined male and female, tendencies through an experiment and analyzed the results qualitatively. Results showed that there is not any difference between preferences of male and female users in e-commerce website design in terms of font and shape but there are differences in terms of voice, color and language parameter. The aim of this article is to present and discuss the five discussed factors in which female and male prefer to create successful and beautiful web sites.


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E-commerce website design, gender differences