A Culture-Based Study on Information Density of Mobile e-Commerce Websites

This study investigates cultural effects on usability performance of Chinese users to mobile e-commerce websites with different information density. There are many differences in page layout and information density of Chinese and Western mobile e-commerce websites. with a culture-based study method, an experiment was conducted to examine the usability and reliability of the selected Chinese and Western mobile e-commerce websites. Forty Chinese participants in China participated in this study. Commodity search tasks with different information density mobile websites were designed to study selected websites´ usability. and questionnaires were used to research their reliability. Results indicate that the number of Chinese mobile website information, page length and information density are generally higher than the Western websites´, and for Chinese users, higher information density website is associated with lower usability and higher reliability.