电商手机 APP 界面背景和图片特征对消费者搜索效率影响的研究

Influence of the Background and Picture Features of the Mobile APP Interface on the Consumer Search Efficiency

中文关键词: 电子商务  手机 APP  搜索效率  眼动研究

英文关键词: e-commerce  APP  search efficiency  eye movement

中文摘要:

      目的 采用眼动追踪技术，探讨电商手机 APP 商品分类导航界面背景特征和图片复杂程度对消费者搜索效率的影响。 方法 以 52 名青年人为被试，以模拟电商手机 APP 商品导航界面为材料，采用SMI RED 非接触式眼动仪，记录了被试在不同类型导航界面上的目标商品搜索过程。 结果 消费者在简单图片组成的分类导航界面上搜索效率最高；消费者在浅色背景的分类导航界面上的搜索效率最高。结论 商品分类导航界面影响消费者的搜索效率，消费者在简单图片、浅色背景的商品导航界面上，对目标商品的搜索效率最高。

英文摘要:

      It aims to research the background characteristics and picture types of the layout of mobile APP navigation on the impact of the consumer's search efficiency by the eye-tracking. 52 young students as samples, simulative real mobile APP interface as materials, SMI RED eye-tracker as the equipment is used to record search efficiency in different types of navigation interfaces. Simple pictures as category navigation result in a high efficiency; light colors of page background results in a high efficiency. Navigation interface design affects the search efficiency of consumers, and consumers have a high efficiency on the simple pictures in a light color background interface.