A locality analysis on purchasing helper at e-commerce webpage – The example in TW, CN, MO and HK

The webpage is often one of the key factors that determine whether or not the browsers will stay. Limited webpage space should be utilized to design the optimal structure of layout in order to offer the important message, increase the surfing, and, furthermore, fully stimulate the click-through rate. Based on content analysis method, this study took female shopping websites as examples to categorize the major purchasing helper from most websites and further obtains the common principles of layout at e-commerce webpage; the layout of purchasing helper as well as the correlation analysis between purchasing helper and product categories are also analyzed. These common principles actually provide position-oriented characteristics that could offer guidelines for planning e-commerce webpage.