The Influence of UI on Decision-Making in E-commerce Services

This research investigates the influence of UI components on decision-making in E-commerce services, with a focus on decision fatigue. Through depth interviews and experiments within the apparel E-commerce genre, we analyzed the effects of different decision-making experience models featuring varying levels of button component differentiation. Emotional influences were assessed using the Profile of Mood States (POMS). The results revealed significant changes in "vigor" and "confusion," suggesting that differentiating UI components can positively influence decision-making experiences. The research provides guidelines for UI design to mitigate decision fatigue and improve user experiences.