Research On B2C E-commerce Website Home Navigation Optimization Design Based On Users' Emotional Experience

Users' emotional experience for products or services largely determines whether users use or purchase the product or service.In the sharp market competition,the product or service providers are increasingly focusing on the emotional experience of the users.Website navigation design takes good or bad emotional experience to users,determining the users whether use the website,and determines the website is success or failure in market competition.The paper researches B2C e-commerce website home navigation optimization design based on users' emotional experience.In this paper,the main work includes:(1)By reading literatures,morphological analysis,focus group discussion,Navigation elements and navigation levels of B2C website homepage are extracted.And based on 0-1 coding and clustering method,Screening out representative B2C websites.(2)Through the questionnaire survey for many times,And in accordance with the pauta criterion,eliminating the abnormal samples.Effective sample was subjected to project analysis,etc.Users' emotional experience rating scale of the B2C website home navigation design is established.(3)By the orthogonal experiment,B2C website navigation prototypes are designed by using DreamwaverCS5,and using them as experimental materials of eye movement study.(4)Using ANOVA to screening significant eye movement experiment indexes.And regression model was constructed between B2C website home navigation design elements and significant eye movement indexes by PLS regression analysis.By means of analyzing navigation design elements how to influence eye movement indexes,putting forward reasonable navigation design proposal.(5)The model between the B2C website home navigation design elements and user preference is established by using BP neural network.And the model between the B2C website home navigation design elements and task performance is also established.Optimal user emotional preference and best task result as goal,by using GA,the B2C website navigation design is optimized.By analyzing the optimized results,the paper put forward the solution of optimal design.The paper studies navigation optimization design on account of users' emotional experience,providing advice for research.The paper researches B2C e-commerce website home navigation optimization design based on users' emotional experience,which can provide some suggestions for designer in navigation design and enhance B2C website attraction.