互联网金融网站中的用户信任度体验设计与研究

发布时间：2018-05-12 03:17

本文选题：信任 + 用户体验　；参考：《湖南大学》2015年硕士论文

【摘要】：随着互联网金融的兴起,互联网行业与传统金融得到了更深入的合作。许多金融产品进行了更深入的互联网化改造,不只是在电脑端的扩展,更向线上线下方面多渠道发展,催生了更多的产品创新。而互联网金融始终伴随着人们对风险的警惕心理,加之人们对网络安全问题的顾虑,让信任问题成了互联网金融行业里十分突出的用户体验问题。本文试图通过研究信任的形成机制和网页影响因素,研究用户体验的设计方法对互联网金融网站信任度体验的建立与维持的影响。信任的建立与维持具有二维性:认知与情感。认知信任是基于特定的可信引导对服务提供者产生的依赖意愿;情感信任是基于与服务提供者的互动而被影响的情感经历。用户体验可以概括为以可用性和易用性为代表的“品质”和以激励和认同为代表的“美丽”两大维度。即体验可以分为功能驱动的认知体验和快乐驱动的情感体验。基于信任与体验两者的二维共性,本文将用户体验设计方法作为提升网络信任的基础。本文通过对信任形成要素和网络用户体验的理论研究以及大量实例和用户调研访谈研究结果,归纳用户体验设计在建立和维持用户对网站的信任方面起到的作用和可实践的方法。本文的最后一部分将上述研究成果应用于初创互联网保险企业的官网设计中,展示了用户体验的设计方法对互联网金融网站用户信任度体验的提升具有一定效果,并尝试总结了信任体验评测的结果。本文的主要研究成果和创新点在于总结归纳了信任和用户体验两者的理论共性,提出了一套用户体验的设计方法,可用于建立和维持用户对互联网金融行业网站的信任感,并在实际项目中进行了实践。同时,这一方法有待大数据采集更多样本进行进一步总结,对信任度的积累也需要深入的观察和研究。
[Abstract]:With the rise of Internet finance, the Internet industry and traditional finance have been more in-depth cooperation. Many financial products have carried on deeper Internet transformation, not only in the computer end expansion, but also in the online and offline multi-channel development, resulting in more product innovation. However, Internet finance is always accompanied by people's vigilance to risk and people's concern about network security, which makes the issue of trust become a very prominent user experience problem in the Internet finance industry. This paper attempts to study the influence of the design method of user experience on the establishment and maintenance of trust experience of Internet financial websites by studying the forming mechanism of trust and the influencing factors of web pages. The establishment and maintenance of trust has two dimensions: cognition and emotion. Cognitive trust is based on the willingness to rely on the service provider, and emotional trust is based on the emotional experience affected by the interaction with the service provider. User experience can be summed up as "quality" represented by usability and ease of use and "beauty" represented by motivation and identity. Experience can be divided into functional-driven cognitive experience and happy-driven emotional experience. Based on the two dimensional commonness of trust and experience, this paper regards user experience design as the basis of enhancing network trust. Based on the theoretical research on the factors of trust formation and network user experience, as well as a large number of examples and user interviews, This paper summarizes the role and practical methods of user experience design in establishing and maintaining users' trust in the website. In the last part of this paper, the above research results are applied to the official website design of Internet insurance enterprises. It shows that the design method of user experience has certain effect on the promotion of user trust experience of Internet financial websites. And try to summarize the results of the evaluation of trust experience. The main research achievements and innovations of this paper are summarized and summarized the theoretical commonness of trust and user experience, and put forward a set of design methods of user experience, which can be used to establish and maintain users' trust in Internet financial industry websites. And carried on the practice in the actual project. At the same time, this method needs big data to collect more samples for further summary, and the accumulation of trust also needs to be further observed and studied.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP393.092

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