User Experience and Perceptions of AI-Generated E-Commerce Content: A Survey-Based Evaluation of Functionality, Aesthetics, and Security
Abstract
1. Introduction
2. Literature Review
3. Materials and Methods
3.1. Development of the AI-Generated E-Shop
3.2. Research Design
3.3. Questionnaire Structure and Administration
3.4. Sampling and Data
4. Results
4.1. Demographics and Purchasing Behavior
4.2. Evaluation of the Online Store
4.3. Correlation Analysis of Key Variables
4.4. Factor Analysis and Reliability Testing
4.5. Correlations Between Demographics and Evaluation Questions
5. Discussion
6. Conclusions
Supplementary Materials
Author Contributions
Funding
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
Abbreviations
AI | Artificial Intelligence |
RPG | Role Playing Game |
UX | User Experience |
CMS | Content Management System |
SEO | Search Engine Optimization |
WCAG | Web Content Accessibility Guidelines |
FAQ | Frequently Asked Questions |
KMO | Kaiser–Meyer–Olkin |
MSA | Measure of Sampling Adequacy |
EFA | Exploratory Factor Analysis |
Appendix A
Appendix B
References
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# | Question Formulation | Thematic Section | Source |
---|---|---|---|
Independent Variables | |||
1 | Gender | Section A | - |
2 | Age | Section A | - |
3 | Education | Section A | - |
4 | Occupation | Section A | - |
5 | Annual income | Section A | - |
6 | How often do you shop online? | Section A | - |
7 | How much do you spend on online shopping per month? | Section A | - |
8 | How many years have you been shopping online? | Section A | - |
9 | I found the website easy to navigate. | Section B | [52] |
10 | The page layout has a clear design and is user-friendly. | Section B | [53] |
11 | The website is well-structured and aesthetically pleasing. | Section B | [54] |
12 | The colors used, their combinations, and the fonts are visually appealing. | Section B | [52,55] |
13 | The images and graphic elements are visually appealing. | Section B | [54] |
14 | Functional elements (links, buttons, etc.) are distinct, in expected positions, and lead to predictable navigation outcomes. | Section B | [54] |
15 | The product descriptions are informative, with sufficient and up-to-date details. | Section C | [53] |
16 | The product images are appealing and provide a clear understanding of the games. | Section C | [56] |
17 | When I surf this site, the pages load fast. | Section C | [53] |
18 | I did not encounter technical issues while browsing the site (crashes, page freezing, service interruptions, etc.). | Section C | [57] |
19 | The store had sufficient features (chatbots, accessibility tools, search bar, reviews, product filters, etc.). | Section D | [58,59,60,61] |
20 | The communication methods (contact information, social networks, forms, etc.) are sufficient, clear, and facilitate interaction with the store. | Section D | [54,62] |
21 | I think this site will not share my personal information with others. | Section D | [53] |
22 | I trust the store and feel safe making a purchase. | Section D | [63] |
Dependent Variables | |||
23 | I like this online store and feel satisfied with my user experience. | Section E | [53] |
24 | I consider purchasing from this store a wise choice. | Section E | [63] |
25 | I would speak positively about the store and recommend it to others. | Section E | [53] |
26 | Please rate the online store (0–5 stars). | Section E | - |
Variables | N | Mean | Std. Deviation |
Gender | 223 | 1.48 | 0.509 |
Age | 223 | 2.15 | 0.865 |
Education | 223 | 2.84 | 0.964 |
Occupation | 223 | 2.74 | 1.413 |
Annual income | 223 | 2.49 | 1.061 |
Shopping frequency | 223 | 2.62 | 1.171 |
Spending amount | 223 | 2.28 | 1.195 |
Years of experience | 223 | 3.77 | 0.972 |
Valid N | 223 | ||
Variables | Category | N | Percentage |
Gender | Male | 118 | 52.9% |
Female | 104 | 46.6% | |
Other | 1 | 0.4% | |
Age | 18–29 | 55 | 24.7% |
30–39 | 94 | 42.2% | |
40–49 | 60 | 26.9% | |
>50 | 14 | 6.3% | |
Education | Secondary | 28 | 12.6% |
Post-secondary | 40 | 17.9% | |
University | 95 | 42.6% | |
Postgraduate | 60 | 26.9% | |
Occupation | Private sector | 111 | 49.8% |
Self-employed | 30 | 13.5% | |
Public sector | 30 | 13.5% | |
Student | 26 | 11.7% | |
Unemployed | 22 | 9.9% | |
Retired | 4 | 1.8% | |
Annual income | <EUR 5.000 | 54 | 24.2% |
EUR 5.000–10.000 | 48 | 21.5% | |
EUR 10.000–20.000 | 78 | 35% | |
>EUR 20.000 | 43 | 19.3% | |
Shopping Frequency | Rarely | 39 | 17.5% |
Once a month | 72 | 32.3% | |
2–3 times/month | 67 | 30% | |
Once a week | 24 | 10.8% | |
>Twice/ week | 21 | 9.4% | |
Spending Amount | <EUR 50 | 67 | 30% |
EUR 50–100 | 80 | 35.9% | |
EUR 100–150 | 37 | 16.6% | |
EUR 150–200 | 24 | 10.8% | |
>EUR 200 | 15 | 6.7% | |
Years of Experience | <1 | 4 | 1.8% |
1–2 | 13 | 5.8% | |
3–5 | 74 | 33.2% | |
6–10 | 72 | 32.3% | |
>10 | 60 | 26.9% |
Variables | N | Mean | Std. Deviation | ||
Easy Navigation | 223 | 4.19 | 0.637 | ||
User-Friendly Interface | 223 | 4.10 | 0.712 | ||
Visually Appealing Structure | 223 | 3.93 | 0.824 | ||
Appealing Colors and Fonts | 223 | 3.90 | 0.941 | ||
Appealing Images and Graphics | 223 | 4.02 | 0.822 | ||
Distinct Functional Elements | 223 | 4.08 | 0.779 | ||
Informative Product Descriptions | 223 | 4.03 | 0.680 | ||
Appealing Product Images | 223 | 4.16 | 0.692 | ||
Fast Loading Speed | 223 | 4.18 | 0.815 | ||
Absence of Technical Issues | 223 | 4.36 | 0.769 | ||
Sufficient Additional Features | 223 | 3.91 | 0.780 | ||
Adequate Communication Methods | 223 | 4.14 | 0.649 | ||
Personal Data Security | 223 | 3.71 | 0.905 | ||
Perceived Store Trustworthiness | 223 | 3.91 | 0.768 | ||
User Satisfaction | 223 | 4.04 | 0.673 | ||
Confidence in Purchase Choice | 223 | 3.99 | 0.738 | ||
Intention to Recommend | 223 | 4.04 | 0.721 | ||
Star Rating | 223 | 4.24 | 0.762 | ||
Valid N | 223 | ||||
Variables | 1 | 2 | 3 | 4 | 5 |
S.D. | D. | N.A.n.D. | A. | S.A. | |
Easy Navigation | 0 | 4 | 16 | 137 | 66 |
User-Friendly Interface | 0 | 8 | 22 | 132 | 61 |
Visually Appealing Structure | 1 | 12 | 42 | 115 | 53 |
Appealing Colors and Fonts | 6 | 9 | 48 | 99 | 61 |
Appealing Images and Graphics | 4 | 6 | 31 | 123 | 59 |
Distinct Functional Elements | 3 | 7 | 20 | 132 | 61 |
Informative Product Descriptions | 0 | 5 | 33 | 135 | 50 |
Appealing Product Images | 0 | 6 | 20 | 129 | 68 |
Fast Loading Speed | 3 | 5 | 24 | 107 | 84 |
Absence of Technical Issues | 0 | 11 | 7 | 96 | 109 |
Sufficient Additional Features | 1 | 7 | 52 | 115 | 48 |
Adequate Communication Methods | 0 | 4 | 21 | 137 | 61 |
Personal Data Security | 5 | 10 | 72 | 93 | 43 |
Perceived Store Trustworthiness | 0 | 6 | 59 | 108 | 50 |
User Satisfaction | 0 | 4 | 34 | 134 | 51 |
Confidence in Purchase Choice | 0 | 8 | 38 | 126 | 51 |
Intention to Recommend | 0 | 4 | 41 | 119 | 59 |
Star Rating | 2 | 1 | 29 | 100 | 91 |
Valid N | 223 |
Measure | Value |
---|---|
Kaiser–Meyer–Olkin Measure of Sampling Adequacy | 0.897 |
Bartlett’s Test of Sphericity | |
Approx. Chi-Square | 1512.140 |
df | 91 |
Sig. | <0.001 |
Initial Eigenvalues: | Rotation Sums of Sq. Loadings: | |||||
---|---|---|---|---|---|---|
Factor | Total | %Variance | Cumulative % | Total | %Variance | Cumulative % |
1 | 6.396 | 45.685 | 45.685 | 4.068 | 29.055 | 29.055 |
2 | 1.317 | 9.405 | 55.090 | 3.645 | 26.035 | 55.090 |
Variable | Factor 1 | Factor 2 |
---|---|---|
Easy Navigation | 0.587 | |
User-Friendly Interface | 0.752 | |
Visually Appealing Structure | 0.819 | |
Appealing Colors and Fonts | 0.802 | |
Appealing Images and Graphics | 0.753 | |
Distinct Functional Elements | 0.469 | 0.499 |
Informative Product Descriptions | 0.637 | |
Appealing Product Images | 0.636 | |
Fast Loading Speed | 0.761 | |
Absence of Technical Issues | 0.659 | |
Sufficient Additional Features | 0.570 | |
Adequate Communication Methods | 0.695 | |
Personal Data Security | 0.457 | 0.462 |
Perceived Store Trustworthiness | 0.607 | 0.435 |
Construct | Variable | Loading | Mean | SD | α |
---|---|---|---|---|---|
Factor 1: Design and Aesthetics | Visually Appealing Structure | 0.819 | 3.93 | 0.824 | 0.867 |
Appealing Colors and Fonts | 0.802 | 3.90 | 0.941 | ||
Appealing Images and Graphics | 0.753 | 4.02 | 0.822 | ||
User-Friendly Interface | 0.752 | 4.10 | 0.712 | ||
Perceived Store Trustworthiness | 0.607 | 3.91 | 0.768 | ||
Easy Navigation | 0.587 | 4.19 | 0.637 | ||
Fast Loading Speed | 0.761 | 4.18 | 0.815 | ||
Factor 2: Service Quality and Security | Adequate Communication Methods | 0.695 | 4.14 | 0.649 | 0.838 |
Absence of Technical Issues | 0.659 | 4.36 | 0.769 | ||
Informative Product Descriptions | 0.637 | 4.03 | 0.680 | ||
Appealing Product Images | 0.636 | 4.16 | 0.692 | ||
Sufficient Additional Features | 0.570 | 3.91 | 0.780 | ||
Distinct Functional Elements | 0.499 | 4.08 | 0.779 | ||
Personal Data Security | 0.462 | 3.71 | 0.905 | ||
Total Variance Explained: 55.090 |
Construct | Gender | N | Mean | SD | t | p |
---|---|---|---|---|---|---|
Factor 1: | Man | 118 | 3.9096 | 0.62080 | −2.506 | 0.013 |
Design and Aesthetics | Woman | 104 | 4.1138 | 0.58812 | ||
Factor 2: | Man | 118 | 4.0106 | 0.54611 | −1.844 | 0.067 |
Service Quality and Security | Woman | 104 | 4.1394 | 0.48750 | ||
M_review: | Man | 118 | 3.9936 | 0.64339 | −2.112 | 0.036 |
Overall User Experience | Woman | 104 | 4.1731 | 0.61836 |
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Stamkou, C.; Saprikis, V.; Fragulis, G.F.; Antoniadis, I. User Experience and Perceptions of AI-Generated E-Commerce Content: A Survey-Based Evaluation of Functionality, Aesthetics, and Security. Data 2025, 10, 89. https://doi.org/10.3390/data10060089
Stamkou C, Saprikis V, Fragulis GF, Antoniadis I. User Experience and Perceptions of AI-Generated E-Commerce Content: A Survey-Based Evaluation of Functionality, Aesthetics, and Security. Data. 2025; 10(6):89. https://doi.org/10.3390/data10060089
Chicago/Turabian StyleStamkou, Chrysa, Vaggelis Saprikis, George F. Fragulis, and Ioannis Antoniadis. 2025. "User Experience and Perceptions of AI-Generated E-Commerce Content: A Survey-Based Evaluation of Functionality, Aesthetics, and Security" Data 10, no. 6: 89. https://doi.org/10.3390/data10060089
APA StyleStamkou, C., Saprikis, V., Fragulis, G. F., & Antoniadis, I. (2025). User Experience and Perceptions of AI-Generated E-Commerce Content: A Survey-Based Evaluation of Functionality, Aesthetics, and Security. Data, 10(6), 89. https://doi.org/10.3390/data10060089