点击还是滑动? 移动端翻页动作对用户在线沉浸感强度的影响研究

Click or Slide? Research on the Effect of Page-Turning Actions on Users’ Online Immersion Intensity

翻页是用户与移动端交互的基本动作,对用户在移动端使用过程中的心流体验具有重要影响。本研究基于具身认知理论,通过三项实验探讨了翻页动作(点击vs.滑动)对用户在线沉浸感强度的影响,并研究了运动流畅性的中介作用与动画呈现效果一致性的调节作用。研究发现,"滑动"翻页动作使用户感知到更高的运动流畅性,进而对在线沉浸感强度产生更强的正向影响;同时,移动端翻页动作对运动流畅性的影响受到动画呈现效果一致性(翻页页面呈现动画与翻页动作是否匹配)的调节。本研究丰富了具身认知理论关于动作和在线沉浸感强度之间关系的研究,并为企业在实践中提高用户在线体验和在线沉浸感提供了一定的参考。

With the popularization of mobile terminal,the experience of human-computer interaction is catching increasing public attention.In the human-computer interaction process,the interaction between users and mechanical devices not only includes the interaction between users and the content presented by mechanical devices,but also includes the interaction between users’actions and mechanical devices themselves.Page-turning is a basic way for users to interact with the mobile terminal,which has an important impact on users’online experience in mobile terminal usage.According to the embodied cognition theory,this study investigates the effect of page-turning(clicking vs.sliding)on users’online immersion intensity,verifies the mediating effect of motion fluency,and examines the moderating effect of animation visual effect consistency through three experiments.The paper confirms that different page-turning modes will affect users’online immersion intensity in the process of using mobile terminal through three studies.Study 1 proves that different page-turning actions will affect the intensity of online immersion,and verifies the mediating role of motion fluency in this process.Sliding page-turning will make a higher degree of motion fluency,which in turn leads to a higher intensity of online immersion.Study 2 verifies the moderating effect of animation visual effect consistency,which shows that when the animation visual effect is inconsistent,sliding page-turning will lead to a higher intensity of online immersion,and motion fluency mediates this process.When the animation visual effect is consistent,no significant difference is found in the impact of sliding and clicking on users’online immersion.The mediating effect of motion fluency is also not significant in statistics.In study 3,we add a no-animation condition to create a control group on the basis of study 2,which successfully verifies the moderating role of animation visual effect consistency and the mediating role of motion fluency again.It shows that when there is no animation or when the animation visual effect is inconsistent,sliding page-turning will lead to a higher intensity of online immersion.When the animation visual effect is consistent,different page-turning actions have no significant effect on online immersion intensity.Study 3 also demonstrates that the online immersion triggered by the consistent animation visual effect is higher than the online immersion without any animation.The online immersion generated by no animation is higher than the online immersion triggered by the inconsistent animation visual effect.This study enriches the research of the embodied cognition theory on the relationship between actions and online immersion,further deepens the intermediary mechanism and boundary conditions of page-turning actions and online immersion,and provides some practical advice for enterprises to improve users’online immersion and online experience.