Understanding the Influence of Mobile Interface of Shopee and Lazada on Customer Conversion

Abstract

Mobile commerce is an industry that has rapidly grown in value over the years. Fewer customers now use their mobile devices only as a single functioning unit, expanding their purpose even to shopping. Despite its increasing popularity, recent literature reviews did not reveal a definitive study on m-commerce app interface quality and its relation to customer conversion. This paper aims to understand the influence of mobile interface on customer conversion by examining the top 2 e-commerce apps in the Philippines – Shopee and Lazada. The Regression analysis method is applied in determining relationships between variables. From a total of 385 participants, results show that dimensions of the mobile interface (visual appeal, layout quality, information quality) influence credibility and usability, except for in-app banners, which has a negligible effect on customers. The study has also found that all aspects of mobile interface positively influence customer conversion. On top of that, the researchers have also taken steps to discover that perceived trust and ease of use greatly affect customer conversion. Hence, when a customer finds an e-commerce platform to be trustworthy and user-friendly, the more they will be likely to purchase a product.