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Abstract
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Product display has become an important factor in affecting consumers’ acquisition of product information and purchase decisions during mobile shopping. And aesthetic cognition of product display is the fundamental knowledge framework for improving design efficiency. This study aims to investigate aesthetic cognition of product display and provide insights on visually appealing product display design principal and solution of mobile shopping website for designers and online sellers. Forty-four smart speaker display images were selected as samples for this study. Two sessions of freely observing and comparative selection were conducted in this experiment. The methods of eye-tracking, scoring and interview were applicated. The results showed that consumers’ aesthetic cognition of product display is a goal-based holistic evaluation. In terms of specific preferences, the realistic scene was more aesthetically preferred by consumers. The presence of people along with the product will not affect consumer’s aesthetic evaluation, but the presence of booths can have a significant impact, regardless of its form. It was noted that fewer number (1-3) of ornaments would be a good choice. Balancing between the novelty and complexity of information acquisition should be considered. These findings indicate that in product display design for mobile shopping, it is advisable to use scenes that exist in our daily life, and to have product booths. If people appear in the scene, their face needs to be exposed, and the number of ornaments should not exceed three. These can help enhance the aesthetic appearance of product displays, improve consumers’ mobile shopping experience and satisfaction
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