Evaluation of scroll types in e-commerce sites: Effects on ease of use, satisfaction, functionality and purchasing

The widespread adoption of the internet has paved the way for e-commerce to become one of the most significant shopping channels today. This situation has led to a fierce competitive environment among e-commerce platforms. E-commerce platforms striving to gain a competitive advantage have particularly intensified their efforts to enhance user experience. One of the important factors influencing user experience is the scrolling process encountered on e-commerce websites. This study examines the most commonly used scrolling types today, such as Infinite Scroll, Pagination, and Load More, testing their ease of use, satisfaction, functionality, and impact on purchasing behavior. Within the scope of this experimental research, 27 products were selected from the categories with the highest sales in Turkey. The design of the e-commerce websites involved in the experiment closely resembles that of general e-commerce websites. Despite having identical designs and contents, the experiment was conducted on three e-commerce sites with only different scrolling types, with the participation of 390 respondents residing within the borders of Turkey. The collected data were analyzed using the SPSS tool. As a result, it was found that the proposed hypotheses were not supported by the study data.