Visual Search on E-commerce Category Navigation: A Multi-language Study

  • Bin Liu
  • Lijuan Cao
  • Yumei Tang
  • Ming Zhong
Part of the Lecture Notes in Computer Science book series (LNCS, volume 8528)


E-commerce websites need effective category navigation especially when they need to be accessible to global users with multi-language backgrounds. An eye tracking laboratory study with English, Chinese, and Russian participants was conducted to investigate search behavior that influenced by different category level and layout design (vertical versus horizontal). The results showed that users employed different search strategies at different levels of categories, and they showed significant differences in search patterns on different layouts. The results also indicated the impact of language on search behavior. These findings provided useful considerations for visual research in category as well as implications for the category design of multi-language e-commerce websites.


E-commerce Category Multi-language Eye movements Visual search 


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Copyright information

© Springer International Publishing Switzerland 2014

Authors and Affiliations

  • Bin Liu
    • 1
  • Lijuan Cao
    • 1
  • Yumei Tang
    • 1
  • Ming Zhong
    • 1
  1. & AliExpress.comP.R. China

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