The Cognitive Mechanism And Influence Factors Of User Satisfaction Towards Webpage Interfaces

As people are increasingly seeking spiritual satisfaction products bring,and with the design concepts such as "Emotional Design" and "User-Centered Design" been put forward,product designers begin to focus on the importance of users' needs in product development and design.Webpage,as a particular product,and with a large number,has a high functional homogeneity at present.The appearance of the webpages can influence users' first impression,the following experience,and subsequent behavior such as re-visit.Under this circumstance,focusing on users' needs in the process of webpage interface design is importante for improving the market competitiveness of websites.From users see a webpage interface to they have a certain understanding of the webpage interface,there is a cognitive process.In this process,for the users,only the webpage interface that meet users' actual need can make them satisfied.And for the webpage interface designers,from the perspective of cognition to analyze users' different cognitive reaction towards different webpage interfaces and to analyze how the cognition comes into being,can help webpage interface designers have a deeper understanding of the user?Besides,from the design element aspect,to find the influence factors of use satisfaction and analyse the influence relation between influence factors and user satisfaction can guide webpage interface designers to scheme out interfaces according with users' actual needs.Now,with the enrichment of cognitive research techniques and advanced research facilities,user cognition problem has caused the wide attention of scholars.However,few studies are conducted to analyse the cognition of user satisfaction towards webpage interfaces by integrating a variety of cognitive research techniques.Therefore,from the angle of satisfaction,an overall evaluation to the webpage interface,to study user cognitive mechanism towards webpage interface and to analyze the influence factors from the design element aspect,is a significant research issue.In this paper,both users' cognitive mechanism in the process of webpage interface satisfaction assessment and design factors influencing users'cognition are researched,with the homepages of the comprehensive job-hunting websites on the traditional Internet equipment taken as the research examples.With regard to the limitations in the existing research,a series of research works are conducted as follows:(1)From the aspect of aesthetic,based on the environmental psychology model,the technology acceptance model and the emotion model,a theoretical model of users'satisfaction towards webpage interfaces is proposed,which can be applied to examine the mechanism through which the aesthetic design of a webpage affects users' satisfaction.The Structural Equation Modeling method is used to test the hypotheses in the research model.The empirical evidence shows that aesthetic formality does not have a significant impact on positive arousal,but it has positively influences on energetic arousal through its impact on aesthetic appeal.The other hypotheses are all been supported,which can confirm that the quality of webpages can first influence users' emotion and perceived ease of use,subsequently influence users' satisfaction.(2)By the event-related potentials(ERPs),the neural mechanism through which users evaluate the degree of satisfaction towards webpage interfaces is studied.During different timeframes after the stimulus presentation,the ERPs analyses are conducted on mean amplitude and latency by using a repeated measure ANOVA factoring,i.e.satisfaction and laterality.The results show that in 200-600ms post-stimulus,the P2 and N2 at the frontal and central sites,P2 at the parietal sites,and late positive potential(LPP)at the frontal,central and parietal sites,can be taken as indexes reflecting the level of satisfaction.And in 280-600ms post-stimulus,at the frontal and central sites the left hemisphere is more activated when processing the satisfactory webpages.(3)Applying the eye-tracking technology,users' cognitive mechansim in a search task is studied from behavioral aspect.Considering the practical value of text information on the webpage,i.e.usability,the hierarchy of text information(determined by text information modularization and colour difference in text information hierarchy)is taken as the research example.The results show that in a search task the shorter the task completion time and the fixation time,and the less the fixation number,the higher the users' satisfaction towards the webpage.In addition,by analyzing the effect of text information design factors on users'satisfaction,the results show that in the design aspect,when the colour difference and modularization level is higher,the value of users' satisfaction is higher.And the location of the search target can also influence users'cognitive in the process of searching target.(4)The influence of webpage interface key design elements on users' satisfaction is studied.According to users' visual focus from an eye-tracking experiment and the results of the user interview and focus group interview,several key design elements and different levels of these key design elements which can influence users' perception are determined.On this basis,orthogonal webpage interface prototypes are designed to be taken as the investigated materials.After obtaining respondents' satisfaction for these prototypes by questionnaire survey,the partial least squares regression analysis method is conducted to identify quantitative relations between key design elements and users' satisfaction.The results can help to reveal the effects of key design elements and their different design levels on user satisfaction.Research methods used in this study can provide technical supports for user research in the field of webpage interfaces.The results are conducive to reveal users' cognitive mechanism in the process of webpage interface satisfaction assessment,which can provide important reference values and practice guidance for user-centered webpage interface design,especially for the comprehensive job-hunting website homepage interfaces.In addition,the results of the neural mechanism can also provide reference measures to assess the influence of 'webpage interfaces on users' satisfaction.