A Research Of The Layout Of E-Commerce Mobile APP Navigation On The Impact Of The Consumer’s Search Efficiency By Eye-Tracking

With the developing of the socio-economic, mobile communication devices has become one of the essential items of people.2014Communications Business of statistical bulletin issued by the Ministry of Industry and Information Technology show that:in2014, mobile phone subscribers penetration rate is94.5/per person (MIIT,2015). In this time, e-commerce in mobile phones became popularity,according the report, in2014, e-commerce market which rely on a mobile phone APP reached861.66billion yuan, the growth rate of229.3%(Analysys think tank,2015).The rapid development of mobile networks,making lots of electrical appliance enterprises pay more attention to design and application of mobile APP, so e-commerce mobile APP category layout attracted the interest and attention of many researchers, but for the mobile phone APP navigation design is still in debate.In this study,we aimed to research the layout of e-commerce mobile APP navigation on the impact of the consumer’s search efficiency.In study1, we choosed52native university students as samples, with varying degrees of complexity and different densities of the analog interface of category navigation picture of mobile APP as experimental material, using SMI eye-tracker to record eye movement of consumer in searching process, in order to study the searching efficiency of consumers,we found that:(1) simple pictures as category navigation result in a high efficiency,(2) two pictures per row results in a high efficiency, on the basis of study1,study2also choosed native university students as samples, with varying degrees of complexity and different background characteristics of the analog interface of category navigation picture of mobile APP as experimental material,to study the searching efficiency of consumers deeply,and we found that:(1) simple pictures as category navigation result in a high efficiency,(2) light colors of page background results in a high efficiency.Combine study1and study2,we can see that pictures of navigation in different design ways has some impact on search efficiency, consumers like simple pictures,row placing2in a light color background more.