Research Of AEU Multi Dimension Visual Marketing Performance Model For E-commerce Website Design And Evaluation

With the rapid development of Internet technology and industry,e-commerce has become one of the major shopping channels for Chinese consumers.Different from the traditional webpage design framework,the basic design goal of the e-commerce webpage is to promote the use of the e-commerce website and ultimately transfer it to the purchase decision,and the quantitative indicator is the page view and transaction rate of internet marketing performance.Under the times background of the growth of information volume and the upgrading of consumption structure,in order to gather attention to this scarce resource,the concept of experience marketing proposes new requirements to the visual design of e-commerce webpage:from the vision of thousand-people and one perspective to the personalized visual design plan of thousand-people and thousand-perspective;through the visual accurate design to obtain user attention resources to enhance marketing performance;visual design,from psychology,behavior,content and other multidimensional aspects to promote the communication effectiveness between the enterprise and the user.Faced with new visual requirements,the e-commerce page design method has the following problems:1.The marketing performance research objects are mostly content-related advertisement placement,product recommendation but few systematic explorations for visual presentation.2.The traditional overall and perceptual page design process brings too much workload and is difficult to cater to individual needs.Although the machine learning method can quickly generate a personalized page,it lacks the interpretability of the generation effect.3.The visual design evaluation model normally uses the traditional webpage as the research object but considers less about the complexity of the e-commerce information and the marketing features.The evaluation index is a single perceived dimension,and there is an imbalance between the visual design and the user's cognitive and attentional mechanism.To gradually solve the above problems,this paper proposes an e-commerce visual marketing performance evaluation method based on attention mechanism,aiming to explore the multidimensional feedback of users when using e-commerce pages,and it explores three issues with the operation page as the object:1.Establishing visual marketing evaluation system to enhance the communication effectiveness between the enterprises and users.2.Proposing a multidimensional performance evaluation index that considers the cognitive and attentional mechanism.3.Establishing the evaluation relationship between visual elements and performance indicators through subjective and objective experiment methods.This paper proposes a visual marketing evaluation system through the study of e-commerce users' cognitive emotions.Taking the cognitive and attentional mechanism as the entry point,combined with user satisfaction and the consideration of enterprises'precise marketing needs,it proposes multi-dimensional visual marketing indicators including aesthetics,searching behaviors and information goodness performance and then conducts verification.It uses Kansei Engineering,BP neural network,correlation analysis,eye-tracking and other subjective and objective experimental methods to establish the relationship between visual elements and the three indicators.Finally,it designs a parameterization page generation tool to validate the visual marketing performance model in the practice.The method is divided into five specific tasks:Task 1:Establishing AEU visual marketing evaluation system.According to the e-commerce webpage marketing goals and visual features,to put forward a visual marketing evaluation system based on the theory of enterprise and consumer communication and establish a loop mechanism of user demand introduction,multidimensional visual performance evaluation,and visual precision marketing;based on the cognitive and attentional mechanism and user satisfaction model theory,to establish AEU visual performance evaluation model for visual marketing evaluation system,clearly including multidimensional evaluation indicators such as aesthetic performance,searching behavior performance and information goodness performance;to use quantitative experiment to verify the relationship between three Indicators and overall performance evaluation under the product context.Task 2:Aesthetic performance research based on attentional preference.To use similarity analysis(MDS)to extract the key visual elements and typical pages of the user identification page;to consider the adjustment of attention by user preference,to use the Kansei words experiments of Kansei Engineering,regression equations and BP neural Network method to establish the relationship between visual elements and aesthetic performance indicators.Task 3:Searching behavior performance research based on attention span mechanism.To take the user attention span as a consideration,based on the quantitative experiments of eye tracking,to evaluate user search for cognitive load,efficiency and subjective effective factors,and to establish the relationship between information complexity elements and searching behavior performance indicators.Task 4:Information goodness performance research based on the attention selection mechanism.To take the user attention selection as a consideration,to study the user attention at the dominant area and the browse path through the eye tracking experiment,to use Correlation analysis to establish the relationship between layout factors such as column proportions and webpage layouts and the information goodness performance.Task 5:Element-driven page generation tools and visual marketing performance evaluation applications.To develop an element-driven e-commerce operation page generation tool to improve the efficiency of page design,and to apply the visual marketing performance model to verify its feasibility and effectiveness.In conclusion,based on the methodology of this paper,the author takes the e-commerce operation page as an example,to establish a visual marketing evaluation system and to use the page generation tool to verify the feasibility of this method.This paper provides a rational evaluation method based on the attention mechanism and experience marketing for page design;satisfies users' individual needs through an element-driven page innovation design method.This paper also upgrades the visual research of traditional e-commerce webpage to the visual research of experience marketing,to explain user preference in a more comprehensive manner and enable users to have measurable effects.