The Audio-visual Channel Differences Of The Consumer To Nostalgic Advertisement Processing Effect

With the promotion of Internet technology and shared economy,the urban travel market has developed rapidly and expanded.A lot of "online car-appointment" companies have sprung up in the global market.Each company has launched the terminal product-urban travel APP.Different urban travel APP provides users with different travel interface information,and combines users'pain points in the process of searching target vehicles according to the interface information.In this study,relevant experiments were designed to explore the impact of different bus-riding interfaces on vehicle search for different user groups from the perspective of information content and information presentation,in order to explore the optimal bus-riding interface for different user groups.In the study,the user group was divided into 46 College students,24 students with complete vehicle knowledge and 22 students with poor vehicle knowledge.The experimental materials were the prototype interface of APP bus interface for urban travel and the simulation interface of vehicle photo search.The interface was presented by E-Prime programming,and the response time and accuracy of search were taken as dependent variables to explore the interface.The influence of information design on vehicle search.In experiment 1,a hybrid design of 2(body color information:presence or absence)×2(vehicle logo pattern:presence or absence)×2(user group:vehicle knowledge completeness,vehicle knowledge deficiency)was used to explore the influence of body color information and vehicle logo pattern information on vehicle search efficiency of different user groups.The results show that:(1)the body color information and logo pattern in the passenger interface can effectively improve the vehicle search efficiency of the group with poor knowledge of vehicle type;(2)the body color information and logo pattern in the passenger interface can not effectively improve the vehicle search efficiency of the group with complete knowledge of vehicle type.Experiments 2(information presentation:text Icon combination,3D static model)×2(user group:vehicle knowledge completeness,vehicle knowledge deficiency)hybrid design was used to explore the impact of different presentation modes of vehicle interface information on vehicle search efficiency of different user groups.The results show that different information presentation modes have no effect on vehicle search.Combining the results of Experiment 1 and experiment 2,different user groups can be provided with different ride interface information,and personalized recommendation of information content and information presentation is made from the perspective of user experience.