1. Gender Preference Differences in
e-commerce Website Design
Presenter: Dr Marzieh Ahmadzadeh

2. Outline
• Introduction
– UX
– Motivation
– Review of Literature
• Experiment
• Result
Presenter: Dr. M. Ahmadzadeh
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3. User Experience
• A variety of definitions
• The effect of culture
– iPod vs. google
– Color preferences
Presenter: Dr. M. Ahmadzadeh
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4. Motivation
• How is the mental model of users of an e-commerce
website?
• Are women and men equally interested to buy goods
online?
– Technical ability?
– Trust?
– ….
– Not interested?
• Website Design?
• 10 seconds rule?
Presenter: Dr. M. Ahmadzadeh
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5. What’s been known?
(When people interact with technology)
I would do it
anyway!
Self Confidence
risk taking
Motivation
I wouldn’t do it
unless I know
the
consequence!

6. What’s been known?
(When people interact with technology)
I would design
something
adventures!
Designing Games
Self Confidence
risk taking
Motivation
I would Design
something for
learning!

7. What’s been known?
(When people interact with technology)
I would Design
something to
make my job
easy!
I would design
something to
control the world
around me!
Designing
Technology
Designing Games
Self Confidence
risk taking
Motivation

8. What’s been known?
(When people interact with a website)
I care for
symmetry for
website design!
Aesthetics,
Vertical
Symmetry
I don’t care for
symmetry in
website design!

9. What’s been known?
(When people interact with a website)
How
WONDERFUL,
we are the
same!
How COOL, we
are the same!
Color,
Combination of
text and image
Aesthetics,
Vertical
Symmetry

10. What’s been known?
(When people interact with a website)
Black & Grey?
Triangle? Italic &
Plain Font?
Artificial sound?
Energetic?
Color
Color,
Combination of
text and image
Aesthetics,
Vertical
Symmetry
Pink? Circle?
Plain Font? Bird
Song? Happy
looking?

11. What’s been known?
(When people interact with a website)
WELL, WE ARE
NOT SURE!
WELL, WE ARE
NOT SURE!

12. Outline
• Introduction
• Experiment
– Participant
– Tools & Context
– Approach
• Result
Presenter: Dr. M. Ahmadzadeh
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13. Participant
• Qualitative Research.
• Started with “as needed participant”.
• Men & women between 18 – 50. All had
experience surfing the net.
• Three groups
– Visited e-commerce website(s) and purchased.
– Visited e-commerce website(s) and did not purchase.
– Visited no e-commerce website(s) and no purchase.
Presenter: Dr. M. Ahmadzadeh
13

14. Tools
• Blank pages with IE
heading to paint on.
• Loads of colored pencil
& crayons.
– Yellow, blue, red, brown,
green, white, black and
grey.
• Solo tape, glue
– Were able to use more
pages if scrolling was
needed.
Presenter: Dr. M. Ahmadzadeh
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15. Context
• Filled a questionnaire prior to experiment.
– To find which group they belonged to.
• Friendly environment.
– More than one session.
• Allowed to ask questions.
• Font size (with a single typeface) plus some word
art were given were available in printed pages.
• Focus on:
– Color, Font size, Shapes, Language, Sound
Presenter: Dr. M. Ahmadzadeh
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16. Approach
Presenter: Dr. M. Ahmadzadeh
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17. Results (First Group)
G1
Language Color
Women Formal
Men
Formal
Sahpe
sound
Blue
Brown
Yellow
Square
Rectangle
No
Blue
Red
Square
Rectangle
Yes
G3
G2
Language Color
Yes
Square
Rectangle
No
Men
Formal
Cool
Color
Sahpe
sound
Women Informal
Warm
No
Preference
Yes
Colorfull
with white
background
Square
Rectangle
No
Formal
sound
Square
Women Informal No Pref. Rectangle
Circle
Language
Men
Sahpe

18. More on Result
• Women preferred some harmony between colors, this
was not important for men.
• There was no preference in term of font, except for title
however some preferred some font size. Some men and
women preferred art work for title.
• Some preferred English language for non-domestic
products.
• Most of the people preferred one page only ( no scroll)
• All hated irrelevant ads. while some welcomed relevant
ones.
Presenter: Dr. M. Ahmadzadeh
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19. More on
Anahita Mahzari’s Dissertation
Shiraz University of Technology