Study Of User Experience Based On User Cognition And Personalized Recommendation

The unique characteristics of the Internet which act as a high interactivity, low cost, abundant amount of information and also without the constraints of the time, are imperceptibly changing people's purchasing behavior. More and more people make their purchase online. However, under the rapid development of online shopping there is one of the issues that shopping site does not give users a good shopping experience which occurs in their shopping environment and process on the web.It is mainly reflected in the fewer considerations on such as cognitive factors, personalized recommendation and even website usbilitity. Therefore doing research on the user experience from the aspects of cognitive and recommended preferences can provide guidance to improve the user experience of the shopping website, which is of great significance to the development and improvement of the China's e-commerce.One of the best ways to solve these problems is to conduct user experience research on the e-commerce site. In this paper, psychological and behavioral characteristics of the users online were analyzed. Some factors about user cognition and personalized recommendation which influence online shopping behavior of users were summed up.These factor were used to construct a cognitive-recommendation model.Also some assumptions were made based on the Technology Acceptance Model (TAM). Using the user research method of Personas, Users were divided into two classes of people as planned users and impulsive users. The factors which influence the online shopping attitude and will were assumed and to be verified.The paper also attempted to establish the regression equation about user's will.Theoretical and empirical research methods were both adopted in this paper.Firstly a reasonable demonstration of the model was made using the theoretical model. Through the design of the questionnaire and the method of the user survey, the data of the planned users and the impluse users was gathered and processed by SPSS17.0. The result indicates that the factors which affect user's attitudes and online shopping wills are different between two types of user.Finally Usability Tests was adopted to do Experiments. This study suggests that to creat a good user experience for the users in the shopping site, the user's experience evaluation model would be built from the threes views of users'behavior, cognitive and emotional.The model is built by using the method of fuzzy comprehensive evaluation, which is to consider the user's cognitive psychology and personalized recommendation in the contexts of online shopping. In this study, it is not only considering the web site usability, but also taking into account cognitive factors and the mining of individual needs in user research on the online shopping website.The research of this paper tries to put forward a more novel and comprehensive approach to help the online shopping sites and businesses to improve the user's psychological and emotional experience, which is of practical significance.