Analysis of user experience and purchasing intentions on Polish and Chinese e-commerce platforms – examples of Allegro and Temu

The article presents a comparison of the experiences of Polish users of two e-commerce platforms: the Polish Allegro and the Chinese Temu. The analysis examined user experience (UX) during the purchasing process, declared purchase intention, and the relationship between experience and purchase intention. A standardized User Experience Questionnaire (UEQ) was used to evaluate UX. The study showed that Allegro received higher scores on five out of the six UEQ scales, while Temu performed better on only one scale. Respondents using Allegro were also more likely to declare willingness to purchase. The data showed that higher UX scores are associated with purchase intention on a given platform, which can lead to increased conversion and provide a competitive advantage. As an e-commerce platform firmly rooted in the Polish market, Allegro is characterized by high recognition and higher results across most UX dimensions. However, new trends in e-commerce and changing expectations, especially among younger users, may require adaptation of design patterns on e-commerce platforms.

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