消费者认知风格对Web页面复杂度偏好影响的实证研究

Empirical Study of the Impact of the Consumer's Cognitive Style on Online Shopping Web Pages' Visual Complexity Preference

从认知心理学角度分析了W eb环境下消费者认知风格对页面复杂度偏好的影响,以某型号手机的4个典型商品展示页面为测试材料,采用视线跟踪法测度在不同复杂度条件下消费者对信息的偏好程度(关注度),同时采用问卷调查法测度被试的认知风格,然后使用相关分析和log istic回归分析方法构建出认知风格对页面复杂度偏好的影响模型。研究表明场独立-场依存、感觉-直觉、序列-整体维度与页面复杂度偏好存在正相关关系,视觉-言语、活跃-沉思维度与偏好无显著相关关系,而网络熟悉程度和网购经验对认知风格的效应有显著影响。

From cognitive psychology view,this paper analyzed the impact on consumer preference to online shopping web pages＇ visual complexity.The core area in four product display pages of a certain type of mobile phone was standardized as the test material in the research.Eye tracking method was used to obtain the consumer＇s preference towards the information under different visual complexity of web pages,and a questionnaire survey was also used to measure consumer＇s cognitive style.Then correlation analysis and logistic regression analysis were made use of to build the model of preference to web pages＇ visual complexity on cognitive styles.The results demonstrated that Field Independent-Field Dependent dimension and the reference to visual complexity was positive correlation,so were Sensing-Intuiting dimension and Sequential-Global dimension.Visual-Verbal dimension,Active-Reflective dimension were not obviously related to the preference to visual complexity.Besides,consumer shopping experience and familiarity with the network have significant impacts on cognitive styles＇ effect.