Study On Perceived Complexity Of Mobile Applications Interfaces

In the face of the e-commerce industry in China moving towards the stock market,paid member marketing strategies of all sorts emerge as the times require,whereas the influence of interface design on affiliate marketing is often neglected.Hence,taking the introduction page of membership on those applications as an example,this paper studies how the percevied complexity of the mobile terminal interfaces will affect the member perceived value of those e-Commerce platforms and their members' purchase intentions.In this study,three experiments on the introduction page of mobile-terminal e-commerce members' rights and interests were conducted.The major contents refer to: 1.15 people were invited to participate in the card sorting experiment to explore the factors users pay attention to while perceiving the complexity of the interface;2.150 users were invited through the internet to fill in the online questionnaire regarding the complexity of interface perception to confirm the influence of different interface characteristics on such complexity;3.360 participants were invited through the internet to fill in the online questionnaire concerning the complexity of interface perception,perceived value of service and purchase intention of service,to explore the relationship among the three.Finally,this research puts forward effective suggestions for the design of the introduction page of mobile-terminal paid-up e-commerce members' rights and interests through combining the results of the three experiments.In terms of the introduction page of mobile-terminal e-commerce member's rights and interests,the paper draws major conclusions including: 1.revealing how the display mode of rights and interests and commodities affect the complexity of mobile interface perception.The illustration taking the place of the commodity display describes rights and interests.Also,the number of commodity display and columns decreases.Uniform commodity picture background can significantly make such complexity go down;2.exploring the relationship among the complexity of mobile interface,perceived value of service and purchase intention of service.The complexity of mobile interface can directly or by means of the perception of interface beauty influence the perception of service value,which in turn influences the purchase intention of service.For females,such influences are much stronger;3.exploring how the complexity of mobile interface affects the perception of interface beauty and the perceived value of service in a specific manner.The more complicated the interface is,the worse the perception of interface beauty will be,so will the perception of serviceThe major innovation of the study lies in: 1.Theoretical innovation.A model on the relationship among the complexity of mobile interface,perceived value of service and purchase intention of service was established on the basis of the SOR model;2.Innovation of research background: it studies the impact of complexity of mobile interface under the background of the introduction page of mobile-terminal e-commerce members' rights and interests.Based on this,suggestions for the design of such pages can be come up with.At the same time,it also has the potential to enrich the research on mobile-terminal visual complexity.