The Influence of the Aesthetic Design of Taobao APP on Users’ Emotional Experience

Abstract

AbstractOn the basis of previous researchers’ impact of image aesthetics design on user purchasing behavior, this article uses classic aesthetics, performance aesthetics, S-Q-R and other theories from the perspective of user emotional experience to classify products into search and experience types, and analyze its influence mechanism on user emotional experience and purchase decision in different forms. This article summarizes the questionnaire based on the related theories of APP aesthetic design and user emotional experience in human factors engineering, determine the independent variables (different types of aesthetic design: symmetrical simple, symmetrical complex, asymmetrical simple, asymmetrical complex) and dependent variables (user’s emotional experience and purchase decision), and the questionnaire survey divides Taobao APP interface design into four types: symmetrical simple, symmetrical complex, asymmetrical simple, and asymmetrical complex, and discusses using repeated measures two-factor analysis of variance. Finally, it is concluded that the asymmetric design of search products can make users have greater desire to buy, and the asymmetric and complex design of experience products can make users have greater desire to buy. The research results of this paper are the perfection and supplement of APP emotional design and human factors engineering theory and methods. The application of research results is of great significance for guiding APP design, improving APP user experience and enhancing APP competitiveness.KeywordsTaobao APP aesthetics designExpressive aesthesticsUser emotional experiencePurchase decision