电子商务 外文翻译 外文文献 英文文献 色彩对网站吸引力和用户认知过程的影响1Word下载.docx

电子商务 外文翻译 外文文献 英文文献 色彩对网站吸引力和用户认知过程的影响1Word下载.docx

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Abstract:

Oneofthechallengestodayinhuman–computerinteractionistodesignsystemsthatarenotonlyusablebutalsoappealingtousers.Inordertocontributetomeetthischallenge,ourgeneralobjectiveinthepresentstudywastoenhancecurrentunderstandingoftheperceptualfeaturesthatfavourusers’interactionswithWebsites.Thisisaparticularlyimportantissue,asusers’firstimpressionswhentheylandonasitedeterminewhetherornottheystayonit.Weconductedtwoexperimentalstudies,focusingononespecificperceptualfeature:

Websitecolour.Thefirststudyinvestigateddesigners’andusers’preferredcoloursforaWebhomepage.Althoughresearchersgenerallyflagupdifferencesbetweendesignersandusers,wefoundthatthelatteralsohadseveralfavouritecoloursincommon.Onthebasisoftheseinitialresults,threecolourswereselectedforasecondstudyexploringcolourinrelationtoanentireWebsite.Themainoriginalityofthissecondstudylaysinthefactthatweusedbothsubjectiveandobjectivemeasurementstogaugetheimpactofcolour,analyzingnotonlyusers’judgmentsbutalsotheirWebsitenavigationandtheitemsofinformationtheymemorized.ResultsofthissecondstudyshowedthatcolourswereadeterminingfactorinthewaythatusersinteractedwiththeWebsite.Theirinfluencewasalsoobservedafterwards,whenuserswereaskedtoexploittheinformationtheyhadgleanedfromtheWebsite.Assuch,thesefindingswillhaveapracticalvalueforWebsitedesigners.

Keywords:

Colourappeal,Websitedesign,Navigation,User-centreddesign

1Introduction

Theimportanceofvisualperceptioninhuman–computerinteraction（HCI）haslongbeenacknowledged（e.g.,[1]）.Inthepast,authorsgenerallyadvocatedauser-centredapproach,puttingforwardergonomicrecommendations,or“goldenrules”[1,2].Theserecommendationstendedtofocusonusers’cognitiveandperceptual-motorabilities,ratherthanonwhattheyfeltwheninteractingwithasystem.Now,however,humansandtheirinteractionswithsystemsareincreasinglybeingstudiedatthreedifferentlevels:

knowing,doingandfeeling[3].Inrecentyears,the“feeling”levelhasbecomeapopularresearchtopicincognitivescienceandthescienceofdesign,withadvancesinourunderstandingoffeelings,affectsandemotions[4,5]havingimplicationsforthelatter[6–8].Whendevelopingproductsorsystems,designershavetocomeupwithdesignsolutionsthatarebothnovelandadaptedtotheirfutureusers[9,10].Thisadaptationtofutureusersmustencompassseveralcomplementaryaspects.Usabilityisnolongertheultimategoalfordesigners.Newsystemsmustalsohaveanaestheticvalueandinjectalittlefunandpleasureintopeople’slives[7,11].Inadditiontotheirfunctionalcharacteristics,interactivesystemsmustberegardedasconveyingfeelingsthroughvisualsensorymodalities.

Inthepresentstudy,wesoughttoenhancecurrentunderstandingofoneperceptualfeature,namelycolour,inatypeofinteractivesystemwhereaestheticsandattractivenessconstituteaparticularchallenge:

theWebsite.Here,users’initialfeelingsarecrucial,asitisduringthefirstfewsecondsofinteractionthatusersor’’visitors’’decidewhetherornottocontinuenavigatingtheWebsite[12–14].Lindgaardetal.[15]showedthatusers’firstimpressionsareconstructedinabout50msandappeartobestableovertime.TheyallowuserstodevelopanaestheticimpressionoftheWebpage,whichinfluencestheirsubsequentnavigation.Sincevisitors’preferencesarebasedontheWebsite’saestheticfeatures[16,17],ourobjectivewastoanalyzeoneparticularperceptualfeaturethatcontributesconsiderablytofirstimpressions:

Websitecolour.Colourshavethepotentialtoaffectourperceptions,emotionalreactionsandbehaviouralintentions[18].However,littleresearchhasbeendoneontheimpactofcoloursinInternet-basedenvironmentsandonlyahandfulofresearchershaveconductedstudiesonthistopicinrecentyearse.g.,[19,20].Withaviewtofillingthisgap,theaimofourstudywastwofold:

–identifyingcoloursthatWebsitedesignersandusersfindappealing;

–determiningwhethersomecoloursfavourWebsitevisitors’navigationandcognitiveprocesses.

Tothisend,wecarriedouttwoexperimentalstudies.ThefirstoneinvestigatedthepreferencesexpressedbydesignersanduserswhentheywereshownWebsitehomepagesin23differentcolours.Thesecondoneanalyzedhowtheuseofthreedifferentcolours（selectedonthebasisoftheresultsfromthefirststudy）inWebsitedesigninfluencedinteractionsbetweenvisitorsandthreedifferentversionsofthesameWebsite.Wearguedthattheroleofcoloursisessentialnotonlywhenaccessingasiteandnavigatingit,butalsoaftertheactualinteractionhascometoanendandusersexploittheinformationtheyhavejustobtainedfromthesite.Beforedescribingthesestudies,wepresenttheirtheoreticalframework,inordertounderlineboththeimportanceofperceptualandaestheticfeatures（e.g.,colours）intermsoftheaffectsoremotionstheyconvey,andtheirinfluenceonusers’interactionswithsystems.

2Emotions,aestheticsandcolours

Foryears,researchersshowedlittleornointerestinthepossiblelinksbetweenemotionandcognition,andbetweenusabilityandusers’emotionsandaestheticfeelings.Onlyrecentlyhavetheysoughttodrawthesedifferentthreadstogether.Wethereforebeginbybrieflycharacterizingemotionsandtheirrelationshipwithcognition,aswellastheirimplicationsforproductdesign（§

2.1）.Wethenpointouttherelationshipsbetweenaestheticfeelingsandusers’judgments（§

2.2）,aswellasbetweenoneaestheticfeatureinparticular（productcolour）andusers’preferences（§

2.3）.

Emotions,cognitionandproductdesign

Thenumerouspapersonthesubjectofemotionsofferdivergentpointsofviewaboutemotionalphenomenae.g.,[21,5,22].Scherer[22]suggesteddistinguishingbetweenvariousaffectivestatesand,inparticular,contrastingutilitarianemotionsandaestheticemotions.Thesetwokindsofemotionresultfromanappraisalofenvironmentalorproprioceptiveinformation,buthavedifferentfunctions.Utilitarianemotions,suchasangerandfear,allowustoadapttoeventsthatmayhavemajorconsequencesforusasindividuals.Theseadaptivefunctionsmayconsistinthepreparationofactions（suchasconfrontationorescape）ortherecuperationandreorientationofwork.Incontrast,aestheticemotionsareunrelatedtotheneedtosatisfyvitalandmandatoryneeds.Forinstance,apersoncanbeimpressed,admiringorfascinated.Thesediffusesensationsdifferconsiderablyfromutilitarianemotionswithregardtofeltarousalandbehaviourorientation.

Althoughemotionisnotunderstoodaswellascognition,bothofthemcanberegardedasinformationprocessingsystems[23],butwithdifferentfunctionsandoperatingparameters.Cognitionallowsustointerprettheworldandmakesenseofit,whereasemotionsaremorejudgmental,assigningpositiveandnegativevalencestotheenvironment[6,7,5].Advancesinourunderstandingofcognitionandemotionsuggestthateachimpactstheother.Thus,severalstudieshaveshownthatemotionsandaffectshaveanimpactonthecognitivefunctioningofindividualsengagedincomplextasks[24,21,25].AccordingtoNorman[7]andCsikszentmihalyi[26],emotionscanevenmakeussmart.Forinstance,positiveaffectsbroadenourthoughtprocessesandseemtoenhanceourcreativityinfindingdesignsolutions[9].Unlikenegativeaffects,positiveaffectsmakedifficulttaskseasiertoperformandmakepeoplemoreflexibleandmoretolerantofminordifficulties[6].

Theseapproacheshaveimplicationsforthedesignofproductsandinteractivesystems.InthefieldofHCI,acognitive–affectivemodeloforganizationalcommunicationhasbeendevelopedbyTe’eni[27].Thisauthorpositsthenotionthatthecommunicationprocess,whichcomprisesthecommunicationmedium（aWebsiteinthecaseofourstudy）andthemessageform（e.g.,differencesinthecoloursusedforaWebsite）,hasanimpactontheuserandonwhetherthelatterjudgesthecommunicationtobeappropriate.Inlinewiththismodel,Norman[7]claimsthattheimagewhichproductspresenttotheuser,theirattractivenessandtheuser’sbehaviour,allneedtobeconsidered.Assuch,thedesignofproductsorinteractivesystemsshouldtakethreelevelsofprocessingintoaccount:

–visceraldesign,whichrefersprimarilytotheinitialimpactofproductsandsystemsduetotheirappearance;

–behaviouraldesign,whichisabouttheexperienceofusingaproductorsystem（the“lookandfeel”）andwhichcontributestoitsusability;

–reflectivedesign,whichisabouttheuser’ssubsequentopinionandwhatthelatterhastosayabouttheproductorsystem（e.g.,howitmakeshimorherfeel,theimageitportraysorthemessageitconveys）.

Putinaslightlydifferentway,weneedtothinkaboutthreedimensionswhendesigningproducts:

（1）theirattractiveness（orappeal）,whichdependsonvisceraldesign,

（2）theirfunctionalandusableproperties,whichresultfrombehaviouraldesign,and（3）their”prestige”,whichisrelatedtoreflectivedesign.Nowadays,therefore,theaimofdesignersistocomeupwithproductsorsystemsthatarenotonlyusefulandusable,butwhicharealsothoughttoconveypositiveemotionsandfeelingsthroughtheiraestheticfeatures.

Aestheticsandusers’judgments

Manyyearsago,socialscientistsdemonstratedtheimportanceofaestheticsineverydaylife.Forinstance,aperson’sph