Abstract
The idea of this research is originally gained from an observation of the style of merchandise exhibition web pages in Taiwan. Base on web design and marketing issue concerned in a shopping website, how to show the most effective marketing result in a limited page space is major concern. Today, most of these shopping web pages treat first page as promotion hot area and place larger graphics to catch consumers' eyes, while down scrolling the following pages are treated as category of other products in the same type, contrast with the layout of a real convenience store, usually owner treats the most conspicuous area as promotion hot area (such as counter which every consumer must passing by, and the edge of goods shelves nearby), and place popular goods in the far side of the store but handy while passing by. It leads to associate with virtual shopping spaces in thinking, is there any user preference for clicking while browsing product categories? or so called "hot area" exists in shopping website? These subjects are worthy to research and discuss. In this research, several popular Taiwan internal shopping websites will be examples to study user preference for designing of shopping website framework and merchandise exhibition in web pages. There will be an experiment shopping website designed base on these properties with documents and survey data in this research to verify whether user preference for clicking area exists and effect of different factors, then conclude a criterion for reference of designing shopping website or verify performance of website ads in these area. Data collected from experiment shopping website will be tested by “Paired-t Test” with 95% confidence interval and the result shows there is no significant difference between user preference under different categories except 6-squares type. The conclusions are as follows: 1. In product categories area, there exists a preference clicking hot area where located around the center and a little right of product categories area, and there is no difference between male and female.. 2.In the preference of start-point of mouse click test, only upper-left point appear significant difference in every category samples compared with center start-point test, but testers who had been tested in prior experiment show more difference points. 3. In product categories area, each category sample shows most popular clicking area locate about in central banding area.