How Product Display Orientation Affects Customers’ Choice Satisfaction in Online Purchase: A Choice Closure Perspective
研究发现电商网站横向展示可比产品比纵向展示更能提升顾客的选择满意度，因为横向展示促进了更高的选择闭合感，有助于减少订单取消。
Practice- and Policy-oriented Abstract Research Spotlights The current research offers practical guidance for e-commerce websites on effectively displaying products to improve customer satisfaction with their choices and reduce order cancellations, a challenge that has long perplexed online retailers. Specifically, a horizontal (versus vertical) display of comparable products on an e-commerce website is more positively related to customer choice satisfaction by promoting a higher level of choice closure. Our findings suggest that if e-commerce platforms are designing a new interface, they may consider adopting a horizontal display as a beneficial starting point. However, when a vertical design has been adopted for certain reasons, online retailers can incorporate cues of finality (e.g., putting a “the end” mark at the end of a product display) to help customers finalize their choices and achieve choice satisfaction, thereby mitigating potential downsides associated with vertical display layouts.