小屏幕下的产品信息呈现方式对用户行为意图的影响研究

发布时间：2018-03-15 23:32

本文选题：文字信息　切入点：积极情感　出处：《浙江工业大学》2016年硕士论文　论文类型：学位论文

【摘要】：在现代电子商务背景下,碎片经济发展越来越快,手机成为碎片经济发展的主要助推工具之一。然而由于手机客户端屏幕小会影响用户信息浏览、理解和掌握,最终影响用户行为。产品信息呈现方式是买卖双方交流的纽带,在B2C购物网站中,有效的产品信息呈现方式更容易吸引用户注意力,会给用户带来积极地情感体验。因而一个设计良好的B2C网站有能力成为零售商的战略竞争工具,并且逐渐成为信息系统的一个重要研究课题。以往学者的大多数相关研究结果表明PC客户端下产品信息呈现方式很大程度上会影响用户注意力和积极情感,因此产生了新的研究课题,用户在小屏幕下浏览不同商品属性网页时,产品信息呈现方式是否会影响用户注意力和积极情感。在此基础上,通过查找、浏览和梳理相关文献,发现很少学者是基于小屏幕下研究含有文字的图片信息呈现方式和纯图片信息对用户注意力和积极情感的影响。本文引入认知负荷理论、S-O-R理论、情感认知评价理论和层次效应模型,结合采用眼动实验与问卷调查,研究分析小屏幕下不同产品信息呈现方式对用户注意力和积极情感的影响,继而分析如何影响用户继续浏览意愿。从本文研究结果来看,含有文字的产品图片会给用户带来更强烈的积极情感,会吸引用户更多的注意力,进而会刺激用户产生继续浏览的意愿。基于对实验数据的分析可知,注意力和积极情感在产品信息呈现方式与用户继续浏览意愿之间起着桥梁的作用。此外,文章证明了商品属性对产品信息呈现方式与用户注意力、积极情感之间存在显著调节作用。因此,本文研究结果对于网页设计者改善网页设计存在一定的借鉴作用。
[Abstract]:In the background of modern electronic commerce, the debris economy is developing more and more rapidly, and mobile phone has become one of the main driving tools of the development of the debris economy. However, because of the small screen of mobile phone client, it will affect the user's information browsing, understanding and mastering. Product information presentation is the link between buyers and sellers. In B2C shopping websites, effective product information presentation is more likely to attract the attention of users. A well-designed B2C website is capable of becoming a strategic competitive tool for retailers. And it has gradually become an important research topic of information system. Most of the related research results of previous scholars show that the way of presenting product information under PC client greatly affects the user's attention and positive emotion. Therefore, there is a new research topic, whether the presentation of product information will affect the attention and positive emotion of users when they browse the web pages with different product attributes on a small screen. On this basis, by looking up, browsing and combing the relevant documents, It is found that very few scholars study the effects of text presentation and pure picture information on user's attention and positive emotion based on small screen. This paper introduces the theory of cognitive load and S-O-R theory. Based on the theory of emotion cognition evaluation and hierarchical effect model, combined with eye movement experiment and questionnaire survey, the effects of different product information presentation methods under small screen on user's attention and positive emotion were studied and analyzed. From the results of this paper, it can be seen that product images with text will bring users stronger positive feelings and attract more attention. Based on the analysis of the experimental data, attention and positive emotions play a role in bridging the relationship between the way the product information is presented and the user's willingness to continue browsing. This paper proves that commodity attributes have a significant role in regulating product information presentation, user's attention and positive emotion. Therefore, the results of this paper can be used for reference by web designers to improve the design of web pages.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274

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