The Effect Of Words Information On User Behavior Intention In Mobile Commerce Scene

Under the background of modern e-commerce,pieces of economic developing more and more faster,cell phones become one of the main booster tools of debris economic development.However,because of the influence of mobile client screen while user information browsing,understand and grasp,ultimately affect the user behavior.Product information presentation is the communication link between the seller and the buyer,in B2 C shopping website,effective product information presentation easier to attract visitors' attention,will bring positive emotional experience to the user.Thus a well-designed B2 C website has the ability to strategic competitive tool for retailers,and gradually become an important research topic in the information system.Most of previous scholars research results showed that the product information under the PC client presentation would greatly affect the user attention and positive emotions,so a new research topic,the user on a small screen under the different commodity attribute website,product information presentation will affect user attention and positive feelings.On this basis,through search,browse and comb the literature,few scholars study is based on the small screen were found to contain the text of the image information presentation and pure image information to the user attention and the effects of positive emotions.This article introduced the cognitive load theory,S-O-R theory,emotional,cognitive effects of evaluation theory and hierarchical model,combining with eye movement experiment and questionnaire investigation,research and analysis a small screen under different product information representation to the user attention and the influence of positive emotions,then is how to affect the user will continue browsing.From the research results,containing the text of the image information presentation can bring stronger positive feelings to the user,will attract users more attention,thus stimulates the user generated willingness to continue browsing.Based on the analysis of experimental data,the attention and positive affection play the role of a bridge between the product information presentation and continue browsing user intention.In addition,this article proves the significant adjustment effect of the commodity attribute on product presentation and user attention,positive feelings.Therefore,this article research results has certain model function for web designers to improve web design.