How Negative Space on Shopping Websites Influences Users’ Purchase Behavior

Abstract

Abstract-Purchase behavior trend of online shopping customers is predicted in this paper via a Negative SpaceTrust Model. Based on cognitive psychology, this model we build mainly focuses on the influences of three types of negative space proportion in e-commerce webpage design (negative space proportion of page content, of effective content, of quality content) on user trust leading to different purchase behaviors for online shopping websites. After analysis, we make an equation to describe the model so that it is easier for people who use this method to estimate whether the e-commerce webpage design is reasonable. Then some examples are made to verify our model and a prediction is also included.

Old and Young Users’ White Space Preferences for Online News Web Pages

“…Generally speaking, acceptance is high when these rules are followed [37]; Michailidou [38] summarized how to integrate web page elements related to visual complexity. Usability and aesthetics have a certain degree of relevance and can also influence purchasing behavior [39].…”

“…''White'' is not simply a color or noncolor as it exists solely in human perception [47]. Even advertising areas could be perceived by viewers as white space [39]. White space occupying 40%-60% of a web page creates a ''feeling of neatness'' for viewers [48].…”

“…Most studies on usability and performance of web design have focused on design elements, such as the position of key visual features, the percentage of images and texts, overall composition and layout, frames, hyperlink styles, color volume, and background colors. However, there is also a close relationship between the number of design elements and white space [8], [39], [48]- [52]. Furthermore, the design of web pages with different amounts of white space could influence usability and aesthetics [50].…”