The effects of parallax scrolling on user experience and preference in web design: a case of online shopping websites / Siti Hajar Ab Rahim

As most of people are aware of, parallax technique has been around for years but recently it is becoming to be in trend in designing web. However, there is still confusion for Search Engine Optimization (SEO) community whether to use parallax scrolling as a design technique in e-commerce or not. There are some usability issues with parallax online shopping websites. User interactivity and engagement are the key points that could lead to user preference in visiting and purchasing through online shopping websites. There is a need to better understand the user feeling towards parallax scrolling websites while doing online shopping. Thus, the measurement of user emotional response is needed to provide evidence about the effects to users when using parallax scrolling websites. This is supported by the lack of empirical study for parallax scrolling especially in e-commerce. This research aims to investigate the effects of parallax scrolling on user experience and engagement with parallax websites by using skin temperature device while navigating and browsing through parallax and non-parallax online shopping websites. The data was analyzed and the result shows that parallax scrolling technique in online shopping websites is very encouraging. It is hope that this study can contribute to some ideas of implementing parallax scrolling websites in online shopping websites in the future.