Study On Multimodal Measurements Of User Interactive Experience Of Mobile Shopping APPs

Mobile APPs have become an indispensable part of our daily life,along with the spread of smart phones and mobile Internet industry.Then the online shopping have been diverted to mobile shopping APPs.The gross value of mobile shopping has exceeded 2.1 trillion RMB in China,of which mobile shopping accounts for more than 50%.Therefore,there is an increasing focus on the interactive experience from both the industry and the academia.However,the present user experience(UX)research focus on static UX when the interactive user experience is still nascent and developing.At the same time,the methods to do UX research is only limited to subjective rating or eye-tracking.Moreover,the majority of present research study websites,whereas scarce UX research focus on mobile APPs.Thus,it is proposed in this work that subjective ratings,task performance,eye-tracking and EEG can be utilized simultaneously to measure interactive user experience of mobile APPs.Additionally,eye-tracking and EEG data can be statistically analyzed to predict the user subjective ratings and task performance in interactive user experience.The specific research content and findings are as follows.(1)Two representative mobile APPs-Jingdong and Amazon,has been selected and determined through market research and questionnaire survey.And a new interactive experience subjective rating scale is devised and developed based on literature review,followed by reliability and validity tests.(2)The formal interactive experiment of mobile APPs is performed.The subjects are required to complete the pre-designed tasks,and the task performance,subjective ratings,eye-tracking and EEG data are simultaneously recorded and preprocessed then.(3)Data processing and statistical analysis are performed based on the multiple types of experiment data.The results shows that Jingdong is significantly better than Amazon in interactive user experience across all types of the experiment data.(4)The correlations between biological data(eye-tracking and EEG)and subjective ratings,task performance are performed to investigate the effectiveness of using biological data to predict subjective ratings and behavior preference in user interactive experience.The experiment results reveal that:1)Glances,revisits,fixations and fixation time are positively correlated with task performance and mental workload,yet negatively correlated with immersion;first fixation duration is positively related with intention to use whereas fixations and fixation time is negatively correlated with intention to use;fixations is negatively correlated with overall subjective ratings of interactive user experience.2)Alpha band in parietal and area is negatively correlated with task performance,while frontal and central delta band is negatively related with task performance;frontal and parietal-occipital alpha band is positively correlated with easy to use,immersion,autonomy,as well as overall subjective ratings of user interactive experience,yet negatively related to mental workload;frontal and frontal-central theta band is negatively correlated with enjoyment;occipital and temporal beta band is negatively correlated with output quality and easy to use;algorithm DTAB is positively correlated with enjoyment,intention to use and overall subjective ratings of user interactive experience.