考虑用户认知和情感体验的B2C网站首页主副导航设计研究  

Research on Global and Local Navigation Design of B2C Website Homepage Considering Users' Cognition and Emotional Experience

作　　者：胡名彩 郭伏[1] 孙凤良[1,2] HU Ming-cai GUO Fu SUN Feng-liang(School of Business Administration, Northeastern University, Shenyang 110169, China H uawei Technologies Co. Ltd, Shenzhen 518129, China)

机构地区：[1]东北大学工商管理学院,辽宁沈阳110169 [2]华为技术有限公司,广东深圳518129

出　　处：《工业工程与管理》2016年第5期154-159,共6页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(71171041;71471033)

摘　　要：提取了主副导航的9个设计要素及22个水平,采用正交设计方法设计出16个主副导航原型。通过眼动追踪实验分析筛选出平均注视时间、平均眼跳延迟时间两个指标用于反映用户的认知努力程度,指标平均瞳孔直径用于反映用户的情感体验水平。用偏最小二乘回归构建了设计要素分别与三个眼动指标的关系模型。对设计水平单项系数的比较表明:当副导航位于主导航下方中部,主副导航存在颜色对比,副导航第二层次信息采用垂直或垂直与水平混合结构呈现时,需要的认知努力会更少,用户的情感体验水平会更高。Nine design elements that merged with 22 design levels of global and local navigation were extracted. Through the analysis of eye tracking experiment, mean fixation duration and saccade latency average were identified to reflect the level of users＇ cognition effort, mean pupil diameter was identified to reflect the level of emotional experience. Partial Least Squares Regression was employed to model the relationship between extracted design elements and three identified eye movement indexes. The comparison of the coefficients of design levels reveals that when local navigation is set under global navigation, color contrast is designed between global and local navigation, and the second level of local navigation utilizes presenting mode of vertical or a mixed structure of vertical and horizontal, less cognition efforts will be needed and the whole experience level will be higher.

关 键 词：B2C网站 主副导航设计 认知 情感体验 眼动追踪 

分 类 号：TB472[一般工业技术—工业设计]