The influence of interactive website design on consumer engagement: A study of an online marketplace in Abuja, Nigeria
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Background of the study
Interactive website design has become a cornerstone for enhancing consumer engagement in digital marketplaces. Online marketplaces in Abuja, Nigeria, are increasingly leveraging interactive design elements—such as dynamic navigation, personalized content, and responsive user interfaces—to create a compelling user experience. This approach not only captivates visitors but also fosters longer site visits and increased conversion rates (Olu, 2023). The integration of interactive design features allows consumers to easily navigate through product offerings, access detailed information, and receive real-time support. Moreover, interactive elements facilitate a sense of connection between the consumer and the brand, thereby boosting overall engagement levels. Despite these advancements, challenges such as technical limitations, inconsistent design standards, and varying user preferences continue to impact the effectiveness of interactive website design. This study examines how interactive design elements influence consumer engagement on an online marketplace in Abuja. It explores the correlation between design interactivity and user satisfaction, emphasizing the importance of creating intuitive and visually appealing digital environments to meet evolving consumer demands (Babatunde, 2024; Akintola, 2025).
Statement of the problem
Online marketplaces in Abuja encounter significant challenges in harnessing interactive website design to maximize consumer engagement. Despite the potential benefits of dynamic user interfaces, issues such as inconsistent design implementations, technical glitches, and limited user feedback hinder the full realization of engagement objectives (Olu, 2023). This study aims to identify these challenges and evaluate how interactive design influences consumer behavior and overall engagement, addressing the gap between design innovation and practical application (Babatunde, 2024).
Objectives of the Study
To assess the impact of interactive website design on consumer engagement.
To identify the challenges in implementing interactive design features in online marketplaces.
To recommend strategies for optimizing interactive website design to improve consumer satisfaction.
Research Questions
How does interactive website design influence consumer engagement in online marketplaces?
What challenges are encountered in the implementation of interactive design elements?
How can online marketplaces enhance their website design to improve consumer engagement?
Significance of the study
This study offers essential insights into the role of interactive website design in enhancing consumer engagement. Its findings will guide online marketplaces in Abuja to refine their digital interfaces, resulting in improved user experiences and increased consumer loyalty (Akintola, 2025).
Scope and Limitations of the Study
This study is limited to investigating the influence of interactive website design on consumer engagement within an online marketplace in Abuja, Nigeria.
Definitions of Terms
Interactive Website Design: The use of dynamic elements on a website to engage users actively.
Consumer Engagement: The level of interaction and involvement a user exhibits on a digital platform.
Online Marketplace: A digital platform where products or services are bought and sold.
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Chapter One: Introduction
