Research On Experience Design Of Community E-Commerce Platform From The Perspective Of Social Presence

When consumers shop at offline malls,the social interaction with others has a profound impact on their patronage experience.This social influence is an important factor that encourages consumers to make decisions.In a virtual network environment,this effect still works for consumers' online shopping activities.The rise of the community e-commerce platform represented by the "Little Red Book" under the community economy has particularly confirmed this.With the help of design,consumers can form a feeling of face-to-face interaction with others even through a mobile phone screen,that is,a sense of social presence.Social presence as an intermediary factor successfully transforms the consumer's human-computer interactive experience into an interpersonal interactive experience,thus affecting its patronage experience process.First of all,this topic analyzes "people" and "scenes".From the perspective of social presence,the consumer experience process in the community e-commerce platform is divided into five stages:consumer awareness awakening stage,search and interaction stage The decision-making and purchase phase,consumption and communication phase,and the formation of stickiness phase.At the same time,it discusses how consumers will deeply perceive the presence of others during the patronage process,and subdivides social presence into cognitive social presence,emotional social presence,and belief social presence.And found that these three types of social presence affect consumers' six types of patronage experiences:utilitarian experience,trust experience,hedonistic experience,knowledge seeking experience,achievement experience,belonging experience.Secondly,this topic analyzes "products" and uses community e-commerce platforms such as Xiaohongshu as research cases to analyze the experience design features of existing products from four levels:functional mechanism,information content,interactive behavior,and sensory perception.And explored how these experience design features can promote consumers to form a social presence and patronage experience.Subsequently,this topic combed and correlated the previous analysis content,and proposed three experience design points of the community e-commerce platform:grasp the intermediary role of social presence in the process of experience formation,and pay attention to the relationship between short-cycle experience and long-cycle experience,Pay attention to the common experience of consumers in the community e-commerce platform.Finally,this topic proposes the experience design strategy of the community e-commerce platform from the perspective of social presence.By sorting out the in-depth interview content,the current experience problems in the community e-commerce platform are classified into five categories,and the corresponding experience design goals are established.Combined with the previous experience design points,short-period and long-period experience design strategies are proposed to give some guidance to the design practice of community e-commerce platforms.