Research About Webpage Interface Optimization Design Based On Kansei Engineering

With the improvement of the standards of consumption, users pay close attention to psychological feelings and subjective experience when they buy or use products. In particular information products such as website, application software and so on, whose interactive interface design level impact on users’ emotional experience directly, and affect the users’ dwell time at the same time. Therefore, the emotional webpage interface design has become an important issue for theoretical studies and merchants. In this study, we take e-commerce web as example, and take users’perceptual cognitive and evaluation for the clothing product details page as breakthrough points, and convert users’perceptual cognitive and evaluation into level selection of the design elements of webpage interface applied Kansei Engineering theory, to realize the "User Centered" webpage interface optimization design. Details are as follows:(1) This study extracts the webpage interface design elements and their level affecting users perceptual cognition according to morphological analysis, expert discussion, eye movement experiment, field interview and so on, and codes the initial experimental sample webpages as 0-1 and carries out Cluster analysis to select the representative webpages.(2) This study combines design elements according to orthogonal design principle and makes webpage prototypes, and selects representative pairwise Kansei image words through semantic difference questionnaires, Item analysis, Factor analysis and Procrustes analysis.(3) This study takes representative pairwise Kansei image words and user preference as the questions, combining with webpage prototypes, to conduct perceptual measurement experiment, and collects and processes the subjective evaluation data and eye movement index.(4) This study analyses the relationship between user preference, eye movement index and webpage interface design elements, and selects the eye movement index affecting user preference by one-way ANOVA and interprets how they affect user preference by changing meaning analysis. This study uses partial least squares regression method to build relational model between webpage interface design elements and eye movement index, to ensure the influence of different webpage interface design on eye movement index.(5) This study takes higher user preference as the target, and uses the algorithm integrated by BP neural network and genetic algorithm to get the webpage interface global optimization result. To realize converting users’perceptual needs into webpage design, it’s important for improving their competitiveness in the market.The global optimization results about clothing product details page of e-commerce web as follows:the website logo position is left, the navigation background color and the webpage background color are from different colour schemes, the small map assistant display location is the lower of the big map, the product name location is the upper of the big map, the product name text size should be big clearly relative to other message text size, the price display form should be in background highlight and the size of the typeface should be corresponding changing, show the reminder of the original price, the color sample should be product attached to the sample color and hover display color name when select color, show the similar products information in the upper part of the relevant information, show the experience of fitting or model files, model display and tiled display screen should be less than 4 screen, show details display, show the questions and answers, with no accessory products purchase introduction, the relevant products introduction position is the right of the product information bar.