Abstract
This study analyzes the influence of commodity formation arrangements and shopping tasks on the mobile shopping behavior of consumers based on cognitive fit theory. In addition to the mainstream arrangements: list and matrix, the staggered matrix is considered. In searching experiments, the influence of three information lengths and three arrangements on searching time is studied. After the searching experiments, participants fill in the NASA-TLX scale. In browsing experiments, the impacts of three information arrangements combine with three information quantities on browsing performance are researched, and the eye movements are recorded. Furthermore, the attention competitive value is calculated. The results show that matching the information format with the online shopping tasks will shorten the searching time of consumers, and improve the efficiency of decision-making when browsing. When the quantity of commodities is moderate, the staggered matrix has advantages in browsing and searching tasks.
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Acknowledgments
This work was supported by the Technology Funds of Fundamental Research Strengthening Plan (No. 2020-JCJQ-JJ-263) and the National Natural Science Foundation of China (No. 71871056).
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Jiang, L., Wang, X., Xue, C. (2021). Cognitive Fit Theory Based on the Effect of Information Arrangements on Searching and Browsing Tasks on Mobile Shopping Software. In: Rebelo, F. (eds) Advances in Ergonomics in Design. AHFE 2021. Lecture Notes in Networks and Systems, vol 261. Springer, Cham. https://doi.org/10.1007/978-3-030-79760-7_122
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DOI: https://doi.org/10.1007/978-3-030-79760-7_122
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