2 。1。2。 Emotion and memory
Studies on memory and its relationship to emotion have tended to focus on memory along the pleasant-unpleasant dimension (e。g。 sad, happy, traumatic)。 Other studies have found evidence of increased memory capability associated with pleasant materials。 One such study attempted to bridge this gap。 In this study, incidental memory performance for pictures that varied along the affective dimensions of pleasantness and arousal was assessed。
3 Interface design and hypotheses development
Recently, research in human–computer interaction has seen a shift in focus from transaction efficiency and effectiveness, to user engagement。 Whereas in the past the emphasis was on a friendly and flexible interface, today the demand is for all this and more—providing an interface that is personalized, intelligent, and capable of catering to the emotions and senses—making needs of the particular users involved 。 In this context, Reeves and Nass identify features that are important to human–computer interaction。 We examined three of the features from Reeves and Nass’ work, namely image size, visual fidelity (clarity of an image), and motion。
The other features identified by Reeves and Nass (synchrony, scene changes, and subliminal images) were omitted from our study for the following reasons。 First, synchrony is omitted because audio–video synchrony is relatively uncommon in EC web sites nowadays, although this type of feature is gaining popularity in web site design, e。g。 for music and movie videos。 Secondly, scene changes are excluded because of their similarity to motion。 Therefore, motion was chosen over scene changes。 Finally, subliminal images are disregarded due to the controversy surrounding their use, especially in a commercial setting。 For example, the use of subliminal images in broadcast television has been banned by the Federal Communication Commission since the 1970s。
We argue that the three features chosen have the most practical implications for real-life e-commerce websites。 Size is manipulated on common e-commerce websites。 For example, on Amazon。com, users are given the option to view images of products in enlarged version。 Motion is another feature that is commonly used as a tool in websites to capture users’ attention。 Timex。com, Swatch。com, and Aritzia。com are examples of e-commerce websites that utilize this feature。 Visual fidelity on the other hand is not usually manipulated on websites。 However, there are differences in the quality of product images across e-commerce websites。 It is interesting to find out whether a difference in the quality of these images would influence online shoppers’ attention and memory in e-commerce websites。
3 。1。 Hypothesis development
The focus of this study is not directly on emotions but on two constructs that are influenced by emotions as described in Section 2。1, namely memory and attention。 These two constructs are more closely associated with buying behavior: how closely does the customer remember the details of the products later on (memory) and how closely does the consumer pay attention to the products shown on the screen?
Size is one of the most primitive cues we have about the environment。 It tells us whether objects and people in the environment are safe or dangerous。 As mentioned before, size is manipulated on common e-commerce websites。 Further, in accordance with the theory and findings of Reeves and Nass, image size is hypothesized to have the same effect in the web medium as it does in other media。 Their prediction is that larger size enhances both attention and memory。 Thus, we hypothesize that: 电子商务网页设计英文文献和中文翻译(3):http://www.youerw.com/fanyi/lunwen_83763.html