以用户体验为核心的创意营销型H5的设计研究
发布时间：2019-01-11 18:18
【摘要】：近年来,创意营销型HTML5页面愈加频繁出现在公众视野,已成为一种更为高效的新媒体传播方式。随着移动互联网技术的飞速发展以及HTML5标准的日趋成熟,创意营销型移动端HTML5 (以下简称H5)页面在传播方面的优势愈加凸显,已成为新媒体时代的重要传播方式。在移动社交媒体中,用户的分享行为直接影响其传播效果,而用户体验决定了用户对H5页面的分享传播行为,因此如何从用户体验的角度出发对创意营销型移动端H5进行设计,已成为影响传播效果的关键问题。本文围绕这个课题展开,以用户体验为核心,就创意营销型移动端H5的设计进行了论述,结合几种用户体验模型理论,总结出用户体验中的视觉、交互、功能、内容、情感五种因素。构建了创意营销型H5的用户体验影响模型并通过调查问卷和数据分析的方式予以验证。研究发现,在创意营销型H5的用户体验中,情感因素作为一种中介因素对用户体验产生影响。同时,数据分析结果论证了不同因素对用户体验的影响程度。本文结合研究结论对创意营销型H5的设计可以提出4点建议,并将研究结果应用到文末的设计实验中。
[Abstract]:In recent years, creative marketing HTML5 pages appear more and more frequently in the public view, and have become a more efficient new media dissemination method. With the rapid development of mobile Internet technology and the maturity of HTML5 standard, the advantage of HTML5 (H5) page in communication has become more and more prominent, and has become an important way of communication in the new media era. In mobile social media, the user's sharing behavior directly affects the communication effect, and the user experience determines the user's sharing communication behavior to the H5 page, so how to design the creative marketing mobile H5 from the perspective of user experience. It has become a key problem affecting the effect of communication. Based on the user experience, this paper discusses the design of the creative marketing mobile terminal H5, and summarizes the vision, interaction, function and content of the user experience based on several user experience model theories. Five factors of emotion. The user experience impact model of creative marketing type H5 is constructed and verified by questionnaire and data analysis. It is found that in the user experience of creative marketing type H5, emotional factors, as an intermediary factor, have an impact on user experience. At the same time, the data analysis results demonstrate the influence of different factors on the user experience. Based on the conclusion of the study, this paper puts forward four suggestions for the design of creative marketing H5, and applies the research results to the design experiment at the end of this paper.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP393.092
[Abstract]:In recent years, creative marketing HTML5 pages appear more and more frequently in the public view, and have become a more efficient new media dissemination method. With the rapid development of mobile Internet technology and the maturity of HTML5 standard, the advantage of HTML5 (H5) page in communication has become more and more prominent, and has become an important way of communication in the new media era. In mobile social media, the user's sharing behavior directly affects the communication effect, and the user experience determines the user's sharing communication behavior to the H5 page, so how to design the creative marketing mobile H5 from the perspective of user experience. It has become a key problem affecting the effect of communication. Based on the user experience, this paper discusses the design of the creative marketing mobile terminal H5, and summarizes the vision, interaction, function and content of the user experience based on several user experience model theories. Five factors of emotion. The user experience impact model of creative marketing type H5 is constructed and verified by questionnaire and data analysis. It is found that in the user experience of creative marketing type H5, emotional factors, as an intermediary factor, have an impact on user experience. At the same time, the data analysis results demonstrate the influence of different factors on the user experience. Based on the conclusion of the study, this paper puts forward four suggestions for the design of creative marketing H5, and applies the research results to the design experiment at the end of this paper.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP393.092
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