Research Of An Interface Designing Method For E-commerce Sites’ Homepage Based On The User Emotion

There are viewpoints in traditional field of web design. On the one hand, the IT technical experts and engineers think that functional and technical innovation is important; on the other hand, Visual designer of website think that the artistic effect of the page is important. In the period of the user experience economy, the focus of web-design has shifted from designers into the user experience as well as users of the emotion experience. This thesis, which stand the point of view of the user emotional to study e-commerce sites design, is an effective methods to improve the site interface design. Previous research about user emotional in website-design mainly used empirical research method to analysis the relationship between design elements and emotional. But, these studies just prove the web design elements will give users lead to emotional changes, but did not find out specific influence the design elements of the emotion, also did not analyze what should be the specific design elements stimulate users have a positive mood. In order to find the web design elements affecting the users emotion and design websites based on users emotion, this paper proposes a new method which analyzing and evaluating the value between user’s emotion experience and kansei appraisal.First, by reading the relevant literature on user emotion and web design, this thesis choose40kansei adjectives to evaluation the appearance of the website. Moreover, the semantic differential method and factor analysis was used to filter out a group of10adjectives. These adjectives is used to evaluate the appearance of e-commerce site.Second, in order to find the key web design elements,this thesis proposes to use the eye tracker as an approach which collect the data of user eye movement browsing the e-commerce website home page.Third, in order to obtain kansei and users’emotion value when users browse the site’s home page, this paper designed the emotional evaluation experimental of e-commerce website. the number of Class I build the use of partial least squares method to establish the emotional evaluation and emotional experience of users of e-commerce website design elements and the emotional experience of the relational model and the model validation. Lastly, this paper choose three representative e-commerce sites to verify the validity of the PLS model.