The Research On Web Financial Products Exhibition Design For Financial E-commerce

With the opening of the new "financial year", Internet e-commerce began the invasion of the financial market, The financial industry has sounded the alarm. Affected by this, the traditional finance began to expand sales channels, start selling financial products through e-commerce, break through the traditional "two eight market law" to seize the Internet niche market. A large number of network financial products also optimized the high threshold, complicated transaction process, become simple and flexible to adapt to the fast pace of the Internet. With the speeding development of financial electronic commerce, many user experience problems are exposed, technology development has hindered the user experience, not only influencing consumer purchase behavior and decision-making, hamper the acceptance of new technology acceptance, financial e-commerce is difficult to get long-term development. In many aspects of experience, the display of products is directly related to product information expression. At present, there are few research about user experience of web-financial products exhibition, result that, the financial product information is difficult to be efficient user browsing and understanding. Therefore, how to improve the user experience of online buying financial products is an important research topic about the promotion of the current financial e-commerce user 's acceptance. Among them, experience design of financial products exhibition cause the biggest impact.This paper aims at studying experience-design of financial products exhibition on e-commerce site, verify the conclusion through combination of theory and practice. Based on the psychological stratification theory, author proposed the experience-design frame of financial products exhibition on e-commerce site, expounding design elements and methods of financial product display design, from the perspective of instinct layer, behavior layer, the reflection layer. And at last, the design practice is based on this frame, further verifying the practicability of the frame.The high lights and Innovations of this report are included: First, based on the psychological stratification theory, author proposed the experience-design frame of financial products exhibition on e-commerce site, expounding design elements and methods of financial product display design, from the perspective of instinct layer, behavior layer, the reflection layer. This frame has significance for experience-design of financial electronic commerce website. Second, illustrates the characteristics of the current financial products and sales channel, pointed that the specific characteristics of financial electronic commerce are: product specificity, buying behavior specificity, the factors that influence consumers' buying decision are more complex and sensitive, the differences between online and offline customer. Third, based on the model of consumer online purchasing psychology, author explored the consumer psychological black box, analysis the cause of consumer online purchasing behavior. And further analysis experience problems of current financial electronic commerce website. Forth, author combined the theory and practice to verify the practicability of the frame. In the project of “Shengming website”, author based the frame details the design process, from the perspective of instinct layer, behavior layer, the reflection layer.Through the research of experience-design method for financial products exhibition on e-commerce site, author proposed a design frame based on the psychological stratification theory, help to solve experience problems on current financial e-commerce sites, and further reducing consumer acceptance barriers, improving the user acceptance for new channel.