视觉呈现与移动端用户满意度——基于SOR模型的实证研究

发布时间：2018-04-25 23:22

本文选题：移动购物 + 视觉呈现复杂度　；参考：《中国流通经济》2017年08期

【摘要】：网页的视觉呈现带给消费者的第一印象,决定着消费者去留及后续满意度,是关键的购物软环境因素。基于认知心理学SOR模型,研究移动购物中视觉呈现对用户满意度的影响及作用机制发现,对视觉呈现复杂度的感知负面影响移动用户满意度,视觉呈现越复杂,用户满意度越低,并进而影响其忠诚度;视觉呈现复杂度显著正向影响心理成本感知,心理成本感知在视觉呈现复杂度与用户满意度间起部分中介作用。为更好地推动企业移动营销实践,应精减移动端页面内容,突出重要信息,在不影响功能的前提下尽量简单呈现;重视消费者心理感受,从页面布局、界面设计、导航制作等入手改善用户体验;适应新时期网络整合营销需要,选择使用适合的移动端网页技术。
[Abstract]:The visual presentation of the web page brings the first impression to the consumer, which determines the consumer's retention and subsequent satisfaction, and is the key factor of soft shopping environment. Based on the SOR model of cognitive psychology, this paper studies the effect of visual presentation on user satisfaction in mobile shopping and finds that the perception of visual complexity negatively affects mobile user satisfaction, the more complex the visual presentation is, the more complex the visual presentation is. The lower the user satisfaction is, and then the loyalty is affected; the visual presentation complexity has a significant positive effect on psychological cost perception, and psychological cost perception plays a part of intermediary role between visual presentation complexity and user satisfaction. In order to promote the mobile marketing practice of enterprises, we should reduce the content of mobile pages, highlight important information and present them simply without affecting their functions, attach importance to the psychological feelings of consumers, and design the page layout and interface from the point of view of page layout and interface design. To improve the user experience, to adapt to the needs of network integration marketing in the new era, to choose the appropriate mobile web page technology.
【作者单位】：汕头职业技术学院经济管理系;
【分类号】：B842.1;TP393.092

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