Research On The Effect Of Smartphone Webpage Filler Interface On User Intention

Based on the network of3G and4G, the popularity of smartphones and mobileinternet technology promote the growth of the smartphone browser. Compared withmobile applications, users prefer to use mobile browser to access news, video, novels,micro-blog, maps and other similar types of sites. At the same time, with thedevelopment of multimedia technology, web content rendered increasingly rich,despite the development of information network technology, there is still aphenomenon of waiting for pages to load, that is a filler interface between the pageand the page jump interface. This article is in the background of phone web browserfiller interface, to research the user’s perception of page loading waiting.Based on the related literature review of customer perceived quality, combiningwith the related theory of psychology and customer satisfaction index model, with theresearch method of literature analysis and informal interviews, this paper determinesthe research variables,namely the user perceived quality, perceived value, userintention and waiting expectations.To be more precise, user perceived qualitycontains three dimensions of focusing on waiting, perceived waiting time, and waitingcontrollability; Perceived value contains three dimensions of formula value, emotionalvalue and cognitive value; User intention contains two dimensions of revisit intentionand word of mouth intention. Through research and analysis summary, this paper putsforward the research hypothesis and theoretical model. And according to the existingmature scale, this research set initial research scale containing33measurement items.Data collection of this study is through the virtual web page design, including thefiller interface element of static picture, animation, and time schedules, nextparticipants according to the scenario finish a particular task, then fill in thequestionnaire. There are four types of tasks:social interaction, entertainment,information query, and work-study. And each type contains the "timing+picture","timing+animation","no timing+picture","no timing+animation" four types ofbuffer interface, so there are a total of16kinds of the website page. Through thepre-investigation of small scale, excluding items, the final form contains30 measurement items, and achieved good reliability and validity.This study use variance analysis, correlation analysis and regression analysismethods in SPSS19.0to validate related hypothesis, the main conclusions are asfollows:(1)The demographic variables in different gender, age, education and occupationhave significant differences in perceived quality; Different types of tasks affectinguser perceived quality of each dimension is different, work-study is the mostsignificant, followed by social interaction, information query and entertainment;Different filler interface affecting user perceived quality of each dimension isdifferent also,"timing+animation" is the most significant, followed by "timing+picture","no timing+animation" and "no timing+picture".(2)User perceived quality, perceived value and waiting expectations have apositive effect on user intentions.(3)Perceived value plays a partial mediating role in perceived quality andbehavior intention, namely user perceived quality acts on user intention throughpartial perceived value.