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The Influence of the Aesthetic Design of Taobao APP on Users’ Emotional Experience

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Digital Human Modeling and Applications in Health, Safety, Ergonomics and Risk Management. AI, Product and Service (HCII 2021)

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Abstract

On the basis of previous researchers’ impact of image aesthetics design on user purchasing behavior, this article uses classic aesthetics, performance aesthetics, S-Q-R and other theories from the perspective of user emotional experience to classify products into search and experience types, and analyze its influence mechanism on user emotional experience and purchase decision in different forms. This article summarizes the questionnaire based on the related theories of APP aesthetic design and user emotional experience in human factors engineering, determine the independent variables (different types of aesthetic design: symmetrical simple, symmetrical complex, asymmetrical simple, asymmetrical complex) and dependent variables (user’s emotional experience and purchase decision), and the questionnaire survey divides Taobao APP interface design into four types: symmetrical simple, symmetrical complex, asymmetrical simple, and asymmetrical complex, and discusses using repeated measures two-factor analysis of variance. Finally, it is concluded that the asymmetric design of search products can make users have greater desire to buy, and the asymmetric and complex design of experience products can make users have greater desire to buy. The research results of this paper are the perfection and supplement of APP emotional design and human factors engineering theory and methods. The application of research results is of great significance for guiding APP design, improving APP user experience and enhancing APP competitiveness.

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Acknowledgments

The authors are genuinely pleased to extend gratitude to Professor Yaqin Cao for her valuable comments. This work is supported by the National College Students Innovation Training Program (Grant no. 201910363060), the National Natural Science Foundation of China (Grant No. 71701003, 71801002, 71802002), Ministry of Education Industry-University Cooperation Collaborative Education Project (Grant no. 201901024006), and the Key Project for Natural Science Fund of Colleges in Anhui Province (Grant no. KJ2017A108).

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Zhang, Y., Zhang, Y., Gao, J. (2021). The Influence of the Aesthetic Design of Taobao APP on Users’ Emotional Experience. In: Duffy, V.G. (eds) Digital Human Modeling and Applications in Health, Safety, Ergonomics and Risk Management. AI, Product and Service. HCII 2021. Lecture Notes in Computer Science(), vol 12778. Springer, Cham. https://doi.org/10.1007/978-3-030-77820-0_30

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  • DOI: https://doi.org/10.1007/978-3-030-77820-0_30

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-77819-4

  • Online ISBN: 978-3-030-77820-0

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