Research On Online Consumer Experience Design Of Household Appliances Driven By Sustainable Sense Of Responsibility

The rapid development of sustainable concept has brought many changes to consumers’ consumption concept and lifestyle.At the same time,the consumption upgrade brought by the development of experience economy makes brand experience a key factor in brand market competition,and many brands are actively seeking experience upgrade.With the enhancement of the public’s awareness of sustainable consumption,consumers’ sense of identity of home appliance brand gradually exceeds the basic concern of product function and service.The construction of sustainable brand will represent the trend of future development of home appliance brand.This topic focuses on the design of online consumption experience of home appliance brands,and tries to build an online consumption experience driven by the brand’s sustainable sense of responsibility for consumers.In the context of sustainable development of environment,society and economy,this paper combs and analyzes the experience contact and experience content of consumers in the online consumption experience of household appliances brand,and from the perspective of brand sustainable value communication,it thinks about the green marketing interaction design that advocates and encourages sustainable consumption,and finds out the combination of sustainable responsibility and enabling the innovation of consumer experience on household appliances The appropriate way.In the research of this topic,firstly,the related concepts of sustainable development concept are studied and defined,and the relationship between brand and online consumption experience is combed,and the important value of sustainable design driving home appliance brand experience upgrading is explored.Then,from the three aspects of function,information and visual perception,this paper analyzes the online shopping malls of Samsung and Bosch,summarizes the advantages and disadvantages of the design of function and service experience driven by sustainable sense of responsibility in the current online shopping malls of household appliance brands,and discusses and summarizes the trend of brand online consumption experience from the perspective of sustainability.In the user research stage,qualitative and quantitative research on users is carried out by using user interview,in-depth interview and questionnaire methods.The pain points and needs of online consumption experience contacts of target groups are collected.According to users’ cognitive degree and behavior characteristics of sustainable consumption,leading,potential action and low cognitive user role models are constructed,aiming at different types of users The sustainable consumption behavior pattern excavates its consumption experience demand.Finally,according to the dimension of insight cluster analysis,the design ideas guiding the follow-up research work are sorted out,and the product and design are defined.Then the design strategy is made from three aspects of function information,interactive experience and marketing interaction to guide the output of the design scheme.In the aspect of functional information design which emphasizes sustainable attributes: providing diversified information aids to help users make quick decisions;presenting the sustainable attributes of brands and products in a gradual way;explaining the contents related to professional parameters in a concise and easy way;strengthening the visual perception of sustainable attributes information to highlight its information characteristics.In the aspect of interactive experience design to enhance the sustainable consumption experience: providing multiple paths to the target content;establishing a clear page information architecture and hierarchy;presenting function and service information in an interactive way highlighting the characteristics of sustainable concept;promoting emotional experience in the form of persuasive design.In the aspect of brand marketing interaction: the design of online marketing materials expresses the brand’s attitude towards the environment and society;starting from the consumption demand and reward mechanism at different stages,designs emotional green marketing interactive content to encourage users to share.Finally,the innovative design of Midea’s online retail platform driven by sustainable sense of responsibility is carried out.The design objects mainly include Midea’s PC website and mobile app.By combing the relevant experience contacts in the online retail system of household appliances,the design path of sustainable responsibility driving the innovation of online consumer experience of household appliances is obtained,and the interface interaction design of Midea’s PC website and mobile app driven by sustainable responsibility is finally completed.