As digitization progresses, many industries are moving online, yet e-commerce companies often struggle to deliver satisfying shopping experiences. This study aims to analyze how people flip through books in offline environments and, based on these findings, experimentally explore ways to enhance UX by implementing book-flipping behaviors that were previously impossible in online bookstores. In the first experiment, we observed offline book-flipping behavior and analyzed it through affinity mapping. Based on these findings, the second experiment tested three preview types—front, table of contents, and random—across seven dependent variables related to user perceptions and behavioral intentions. ANOVA results showed significant differences between the offline-based methods and the control group, suggesting that replicating offline behavior online can meaningfully enhance the user experience in e-commerce.
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