视觉呈现与移动端用户满意度——基于SOR模型的实证研究

Visual Presentation and Mobile Commerce Consumer Satisfaction——An Empirical Study Based on SOR model

网页的视觉呈现带给消费者的第一印象,决定着消费者去留及后续满意度,是关键的购物软环境因素。基于认知心理学SOR模型,研究移动购物中视觉呈现对用户满意度的影响及作用机制发现,对视觉呈现复杂度的感知负面影响移动用户满意度,视觉呈现越复杂,用户满意度越低,并进而影响其忠诚度;视觉呈现复杂度显著正向影响心理成本感知,心理成本感知在视觉呈现复杂度与用户满意度间起部分中介作用。为更好地推动企业移动营销实践,应精减移动端页面内容,突出重要信息,在不影响功能的前提下尽量简单呈现;重视消费者心理感受,从页面布局、界面设计、导航制作等入手改善用户体验;适应新时期网络整合营销需要,选择使用适合的移动端网页技术。

The visual presentation of the website gives consumers the first impression,and decides their stay and satisfaction;and it is a critical shopping soft environment.Based on the SOR model of cognitive psychology,the author studies the effects of visual presentation on customer satisfaction in mobile shopping and its mechanism.The empirical analysis shows that the complexity of visual presentation has a significant negative impact on the satisfaction of mobile users,that is,the more complex the visual presentation,the lower the user satisfaction.The user's psychological cost perception plays a partial mediating role between visual presentation and satisfaction.To better promote the enterprises’mobile market experience,we should,first,simplify the content of mobile pages,highlight the important information,and try to demonstrate the information as simple and we can with the precondition that there is no negative impact on the functions;second,we should pay more attention to consumers’psychological feeling,and improve customers’experience from page arrangement,interface design,and navigation building;and third,we should adapt to the requirement of online market integration in the new era and choose the suitable mobile page technology.