Cultural Adaptation in E-Commerce User Interface Design: Enhancing User Experience Satisfaction in China through Technological Proficiency and Perceived Ease of Use
List of Authors
Mohd Rosli Arshad, Qin Yan
Keyword
Cultural adaptation, E-commerce, User experience, Interface design, China
Abstract
As China continues to lead the global digital economy, understanding the cultural nuances of its vast online consumer base becomes essential for the success of e-commerce platforms. This study investigates the impact of cultural adaptation in user interface (UI) design on user experience satisfaction in Chinese e-commerce, with a specific focus on the mediating roles of technological proficiency and perceived ease of use. Despite advancements in platform functionality and aesthetics, many UI designs fall short in resonating with Chinese users due to a lack of cultural alignment. Through a quantitative research methodology, data were collected from 384 online shoppers in China using a structured questionnaire with a 5-point Likert scale. Key independent variables examined include cultural adaptation, content localization, mobile-first design practices, and social commerce features. The dependent variable is user experience satisfaction, while technological proficiency and perceived ease of use are studied as mediators. Data analysis using SPSS and SmartPLS revealed that cultural adaptation and content localization significantly enhance user satisfaction and ease of use. Mobile-first design and social commerce features were also positively associated with interface usability and engagement. Furthermore, technological proficiency moderated users’ ability to navigate and benefit from advanced features, while perceived ease of use was a strong predictor of overall satisfaction. These findings highlight the importance of culturally responsive design elements and the integration of localized content in delivering effective and emotionally engaging e-commerce platforms. This study contributes to the field of human-computer interaction and digital commerce by offering practical insights for UI/UX designers, developers, and e-commerce strategists. It underscores the need for culturally sensitive frameworks that enhance usability, foster engagement, and ultimately improve customer retention in China's competitive e-commerce environment.