Research On Design Of Mobile Shopping Interface Based On Aesthetic Dimension

With the popularization of mobile payment,more and more Chinese users are starting to shop on their mobile devices.As of the end of June 2022,the user base for mobile shopping in China reached 4.7 billion people,with a usage rate of mobile shopping apps as high as 79.7%.The competition among major mobile shopping apps has become increasingly fierce.As the main point of contact between the system and users,interface design is an important means of potential competitive advantage for platforms,especially for mobile devices with relatively small screen sizes.Studies have shown that satisfaction is a comprehensive indicator of the level of mobile shopping interface and reflects whether the interface design meets users’ needs.In addition,aesthetics in the shopping environment is an important factor that affects satisfaction and subsequent behavior.High-level,abstract aesthetic dimensions can better reflect the presentation form of visual aesthetics,and the two dimensions of aesthetics play different roles in shaping shopping behavior and perception.Therefore,this study mainly explores the impact mechanism of aesthetic dimensions in mobile shopping interfaces on satisfaction.A summary of the current research on the impact of aesthetic dimensions on satisfaction in mobile shopping interface design reveals several shortcomings:(1)Inconsistent conclusions on the impact of aesthetic dimensions on satisfaction,which calls for further research that incorporates other shopping factors.(2)Previous studies have insufficiently considered the impact of task and product types,as well as cognitive load and intuitive interaction,which are critical factors that affect mobile shopping interface design and satisfaction.(3)Prior research on the relationship between aesthetics and satisfaction has primarily focused on marketing rather than design,making it difficult to guide practical design.Therefore,it is necessary to construct a research model that thoroughly examines the mechanisms by which aesthetic dimensions affect satisfaction.From a design perspective,corresponding design strategies should be derived to assist designers in understanding the underlying mechanisms and principles of mobile shopping interface design and to better guide practical design.Based on interface processing theory and cognitive fit theory,this study summarizes the dimensional features of classical aesthetics and expressive aesthetics,and analyzes the characteristic differences of users when performing search tasks and browsing tasks,as well as purchasing search products and experiential products.The study also analyzes the matching effect between aesthetic dimensions and shopping features.The matching effect can reduce users’ cognitive load,enhance intuitive interaction,and thereby improve satisfaction.Accordingly,a research model and hypotheses are proposed.To validate the model and hypotheses,preliminary user surveys and aesthetic material preparation were conducted,and a mixed experiment with 2 aesthetic dimensions(classical aesthetics vs.expressive aesthetics)x2 task types(search task vs.browsing task)x 2 product types(search product vs.experiential product)was designed.The aesthetic dimensions and task types were between-subject factors,and the product type was within-subject factor.The study measured users’ cognitive load,intuitive interaction,and satisfaction.The results show that aesthetic dimension and task type jointly affect satisfaction.When classical aesthetics is matched with search tasks,and performance aesthetics is matched with browsing tasks,users pay less cognitive effort,and intuitive interaction is higher,thus users’ satisfaction evaluation is higher.However,the product type has no influence on the process,and the reasons need to be further discussed.Finally,based on the differences of scanning mode,demand status and shopping value between search task and browsing task,this paper puts forward:(1)Classical aesthetic design strategies based on search features,including layout design strategy based on global scanning mode,functional design strategy based on target demand and visual design strategy based on functional value.(2)The design strategies of performance aesthetics based on browsing features are layout design strategy based on local scanning,interface design strategy based on exploration demand and visual design strategy based on emotional value.Combined with the design case and practice,the design strategy is supplemented.This topic supports the research on the matching of task characteristics and aesthetics in mobile shopping,and provides reference for relevant personnel to develop and design mobile shopping interfaces,which has certain theoretical and practical value.