THE INFLUENCE OF THE BREADTH OF THE MENU ON THE REACTIONS OF INTERNET USERS
(R2023-117252)

AUTHORS

Thomas Sender, Université Paris 1 Panthéon Sorbonne; Jean-François Lemoine, Université Paris 1 Panthéon-Sorbonne

ABSTRACT

This research aims to broaden the literature on the design dimension of the web atmosphere. The research is a quantitative study and investigates the influence of the size of a menu consisting of three items (short) versus a menu consisting of ten items (long). We conduct a cross-subject experiment to compare the effects of these modalities on perceived website information, ease of use and purchase intention. Our sample consists of 416 respondents, and the results indicate that a long menu positively influences ease of use but not perceived website information or purchase intention.