Research On The Impact Of Webpage Background Characteristics On Consumer Assessment And Purchase Decision

With the continuous development of e-commerce,consumption is gradually upgrading,consumers' demand for shopping is constantly improving,and having a good shopping experience in the shopping process is the key to improving consumer quality.Improving the design of webpages and creating a good atmosphere of shopping websites play an important role in creating an effective online customer experience and is the key to the success of online retailing.Therefore,it is of great significance to study the related variables of website atmosphere.This study starts with the important dimension of website atmosphere,webpage background,and studies the two parts of website atmosphere: ambient factors(webpage background color and webpage background consistency)and design factors(webpage background complexity)to study consumers' cognitive emotions and purchase decisions.On this basis,the important adjustment variable product type is added.In this study,80 subjects were recruited by eye tracking and questionnaires.The experimental results were analyzed by SPSS and Mplus.The reasons are as follows:(1)The color and complexity of webpage background features are positively correlated with consumers' attention,while the consistency of webpage background is negatively correlated with consumers' attention.(2)Background features(color,consistency,complexity)of the webpage have a positive correlation with consumers' emotions(pleasure and arousal).(3)There is interaction between webpage background consistency and main product type.Webpage background consistency and main product type affect consumers' attention together.(4)The webpage background features(color,consistency,complexity)of the webpage significantly affect consumers' purchase decision-making behavior.(5)Consumers attention and emotion significantly affect consumers' purchase decision-making behavior.The conclusion of this study can promote the development of related theories such as website atmosphere,e-commerce network marketing and human-computer interaction,and provide some theoretical contributions.At the same time,it also provides scientific practical suggestions and guidance value for website designers and managers on how to design,evaluate,manage and optimize website features.