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Increasingly, users are accessing the e-commerce website by mobile device. Users are performing complicated tasks when they are shopping on line, like searching, comparing and adding products to cart. Due to the vast application on PC and limited size of the screen of the mobile device, it is common to present web page in scrolling format, especially on the SRP (Search Result Page) of mobile Commerce Site. Although a large body of work have done to investigate the impact of the scrolling and paging on the words reading, comprehension and even recall, the results of these studies have few implications for the SRP of e-commerce web site. The purpose of this study was to investigate the impact of interaction style (paging or scrolling) on the SRP of mobile commerce web site. We examine execution times for within SRP searching tasks varying interaction styles (scrolling and pagination). Meanwhile, error rate of recall task was recorded to indicate the influence of interaction style on the working memory. © Springer-Verlag Berlin Heidelberg 2013.

Scrolling or Paging: The Impact of Interaction Style on the Search Result Page of Mobile Commerce Website