E-commerce standard user interface: an E-menu system

Purpose – A rapidly growing segment of the internet is e‐commerce. The future of economic competitiveness for most enterprises relies on entrance and active participation in the e‐commerce market. About a third of the time users fail when they try to purchase products on an e‐commerce site. An essential problem with e‐commerce is that the controls and organization are different for each site. There is no standard way of building the navigation of the e‐commerce site. Most sites do not have a global navigation system and the local one may be confusing, like solving a maze. The goal of this study is to minimize users' look up time and make e‐commerce sites usable so visitors can easily and quickly access information. The objective of this study is to provide an implementation method by which an agent of the artificial intelligence (AI) user interface creates a standard navigation menu, called E‐menu, to increase the usability of e‐commerce.Design/methodology/approach – The selected E‐menu items are based on...

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