Analysing the Influence of UI & UX on E-Commerce Sales Through UTAUT and Correlation Analysis

Abstract

E-commerce has transformed retail, with global sales exceeding $6 trillion in 2023. Despite this growth, cart abandonment rates remain high, suggesting that better UI/UX design could enhance customer experiences. This study investigates how UI/UX influences e-commerce sales in Bangladesh using the UTAUT model and correlation analysis. Data from 200 Bangladeshi e-commerce users was collected via a structured questionnaire based on UTAUT constructs: performance expectancy, effort expectancy, social influence, and a new factor, perceived immersiveness. Previous research has used models like UTAUT, TAM, and the Information System Success Model to study these dynamics. This study builds on that by adding perceived immersiveness to the UTAUT model and using ANCOVA to understand how demographic factors affect these relationships. The analysis found significant positive relationships between UI/UX elements and purchase intentions. Realistic product photos (r = 0.866, p = 0.000), zoofunctionality (r = 0.812, p = 0.000), ease of navigation (r = 0.350, p = 0.041), website speed (r =0.280, p = 0.000), and search capabilities (r = 0.274, p = 0.000) were the most influential factors.Additionally, ANCOVA analysis showed that age and gender moderate these relationships.Gender influences how effort expectancy and perceived immersiveness affect buying intentions,meaning features like navigation and product search impact men and women differently. Age moderates the effects of effort expectancy, social influence, and perceived immersiveness, indicating that website speed, product search, reviews, and immersive product views affect different age groups differently. This research makes several contributions. It extends the UTAUT model by including perceived immersiveness, showing its importance in e-commerce. By using ANCOVA, it offers a detailed view of how demographic factors influence the impact of UI/UX on buying intentions. These insights can help e-commerce platforms improve, potentially reducing cart abandonment and increasing sales. The implications are significant. For users, better UI/UX means a more intuitive and enjoyable shopping experience, boosting trust and purchase intent. For society, optimized e-commerce platforms can drive economic growth by reducing cart abandonment and improving market efficiency. Future research should expand the sample size, explore more UI/UX aspects, and use longitudinal studies and objective data collection methods to further validate these findings