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Dr. Jean-Éric Pelet shares the latest m-commerce research pertaining to website designs for smart phones

Is M-Commerce Dominating the Success of Your Business?

By Elizabeth Leber on Apr 6, 2018
Encyclopedia As the number of smartphone users continues to surge, are global businesses enhancing their m-commerce website designs for consumers’ mobile devices? A recent article within the renowned Encyclopedia of Information Science and Technology, Fourth Edition titled “Enhancing the Mobile User Experience Through Colored Contrasts” by Dr. Jean-Éric Pelet at ESCE International Business School in France highlights select m-commerce strategies businesses can implement while simultaneously phasing out traditional e-commerce tactics. Dr. Pelet mentions a recent study indicates, “The perception of a website interface lies almost exclusively in its visual aspect since 80 percent of the information processed by Internet user’s brain comes from sight (Mattelart, 1996).” Unquestionably, businesses must ensure their services are convenient, engaging, and visually appealing to mass audiences; otherwise, customers will hastily go elsewhere.

When customers make the decision to go to better-designed sites, they do it quickly. “The initial feelings of the users are crucial because during the first 50 milliseconds they decide or not to continue browsing the website (Lindgard, 2006),” states Dr. Pelet.

With consumers making split-second decisions, businesses must examine minute details when it comes to m-commerce because it is not only about emotion, but how details such as readability, legibility, font, layout, and color steer consumers’ emotions. According to Dr. Pelet, “color seems to comfort the consumer when it is soft and provides trust in the buying act.” Top-notch m-commerce designs also ensure color plays a vital role in business sustainability. For instance, “A website that is predominantly made up of dark colors rather than bright colors may help to save the battery life [of phones] and therefore preserve the environment: it becomes an “eco-friendly” strategy for the brands which work in this way and make users “Socially Conscious Consumers,” elaborates Dr. Pelet.
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Additionally, businesses need to take into account the age group they are talking about when designing m-commerce websites for mobile devices. As stated by Dr. Pelet, “The increasing number of aging people in most countries of the world increases the need for a better understanding on how mobile (smart) phones can be used to the advantage of older adults (Nikou, 2015), for both commercial and social purposes.” It is essential for successful business leaders to evaluate the age of consumers looking at and using their m-commerce mobile website, and then hone in on consumer findings for necessary enhancements.

M-Commerce website designs for phones are crucial for, but not limited to, the following:
  • Consumer engagement
  • Customer satisfaction
  • Customer sales
  • Business sustainability
Clearly, investing resources in this advanced research is fundamental for all businesses to not only standout in a convoluted global market, but also endure long-term sustainability.
IGI Global would like to thank Dr. Jean-Éric Pelet for taking the time to discuss the information that can be gained from advanced research in m-commerce website designs for mobile consumers.
The Encyclopedia of Information Science and Technology, Fourth Edition contains the latest m-commerce research and is known as IGI Global’s cornerstone publication. This renowned publication covers over 80 categories across 11 key subjects, so be sure to recommend this landmark publication to your librarian by utilizing the Librarian Recommendation Form.
For additional information on m-commerce, please view the pivotal publications below:






Disclaimer: The opinions expressed in this article are the author’s own and do not reflect the views of IGI Global..
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Reference
Lindgaard, G., Fernandes, G., Dudek, C., Brown, J., (2006). Attention web designers: You have 50 milliseconds to make a good first impression!, Behaviour & Information Technology, 115-126, 25, 2
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