E-commerce is constantly changing since the innovation of mobile devices. In this study, purchase behavior will be analyzed more in-depth between desktop and smartphone. Having a better...Show moreE-commerce is constantly changing since the innovation of mobile devices. In this study, purchase behavior will be analyzed more in-depth between desktop and smartphone. Having a better understanding of the human-computer interaction is an interest within MetrixLab for the innovation of their DFST research. Aiming to answer the following research question: !Do we see differences in e-commerce data when a study has been completed on desktop or smartphone?” E-commerce data is made up of the following variables: time in store, stopping power, and purchase preference. We expected a difference in time in store and stopping power (click-through rate), with participants shopping on desktop having a lower quantity compared to participants in the smartphone condition. We expect no difference between purchase preference of the two devices. A total of 251 participants were included in this study, 164 placed in the desktop condition and 87 in the mobile condition. This study was divided in three sections: (1) pre-questionnaire, (2) an online shopping assignment, and (3) a post-questionnaire. It was found that using desktop, participants spent significantly longer in store (p < .05) and stopping power (p < .01) was higher compared to using a smartphone. Purchase preference (p <.05) showed a significant difference between the two devices. There is a significant difference between devices which should be researched further to draw conclusions. Limitations of this study was the chosen population and analyzed variables. Future study could include a broader range of participants and products, featuring a wider range of variables, including eye-tracking movement.Show less
