Research On The Effect Of "Click" VS "Slide" On User's Online Immersion Intensity

In recent years,with the popularization of smartphones?ipad and the progress of mobile Internet technology,the amount and time use of mobile terminals have been greatly promoted.In the current experience economy era,enterprises pay more and more attention to customer experience,and customers' attention has gradually changed from focusing only on products themselves to focusing on experience.When the enterprise is facing the users who use the mobile terminal,this user experience also emphasizes the psychological experience in the process of using the mobile terminal,which puts forward new requirements for the enterprise to provide the user experience.In the process of using the mobile terminal,the interaction between the user and the mobile terminal not only includes the interaction between the user and the content presented by the mobile terminal,but also includes the interaction between the different actions of the user in the process and the interaction generated by the mobile terminal.Although previous studies have made a series of explorations on the online user experience,there are few studies on the effect of page-turning on immersion intensity and its relationship.Therefore,based on the body theory,this paper mainly studies the influence of page turning on the user's online immersion intensity.In the process of page browsing using mobile terminal,users usually complete page switching by touching,clicking or sliding.In the field of actual action,clicking refers to the action of touching a certain position of the screen displayed by the user,which is a separate and fragmented action;sliding refers to the action of the user moving along a certain path on the screen contact surface,which is a continuous and connected action.At this time,the page turning action is divided into breakpoint action and continuous action.According to the body theory,in the actual process of turning pages,users will have a higher sense of motion fluency when they use continuous action than breakpoint action.Therefore,this paper argues that sliding produces a higher sense of motion fluency than clicking.This kind of fluency will affect people's judgment,and the fluency of execution,that is,the fluency of movement,will make a positive evaluation of the relevant things.The more fluency an individual feels,the more likely it is to have a more positive evaluation of the relevant things or to have a more positive emotion,so the more obvious it is to enhance the individual's online immersion.That is to say,the positive effect of "sliding" on the intensity of online immersion is more obvious than that of "clicking".At the same time,this paper also introduces the matching effect(the consistency of page turning animation and page turning action)as the adjustment,and finds that when the matching effect is formed,the main effect is not significant,while the difference of online immersion perception intensity between sliding and clicking is not significant;when the matching effect is not formed,the main effect is significant,and sliding produces stronger motion fluency than clicking.Furthermore,it has a more obvious effect on enhancing individual's online immersion intensity.However,when matching effect is formed,whether sliding or clicking,online immersion in this process is significantly higher than online immersion without matching effect.This paper studies the difference of user's psychological perception and emotion caused by different actions when consumers turn pages with mobile terminals.It classifies hand movements in embodied cognition into breakpoint actions and continuous actions.At the same time,it extends the influence of fluency in embodied cognition to the multi-dimensional emotional judgment of online immersion,and through the matching effect or not.The influence of adjusting action on online immersion not only broadens the thinking of the research on the relationship between action and online immersion intensity in the embodied theory,but also provides a reference for guiding enterprises to improve users' online immersion and user experience in practice.