基于心理学的国内化妆品网站用户体验的提升与改善研究.pdfVIP

A信息化建设 基于心理学的国内化妆品网站用户体验的提升与 改善研究 邱明涛王仕起张凯茜陈垄张立 南京航空航天大学江苏南京 210016 【摘 要】随着我国经济的气绝发展和人民生活水平的不断提高，依托庞大的人口基数，中国已经成为仅次于美国和日本的全球第三大化妆品市场. 近年来，电子商务快速发展，化妆品网购的交易规模迅速扩大，网站的用户体验在很大程度上决定了网站的转化率，文章运用色彩心理学、广告心 理学、消费心理学等相关知识对国内化妆品网站用户体验提出改善建议.以求最大化提升店铺转化率的同时能提升品牌价值与产品信任度，最大力 度的引导顾客阅读，减少客服压力为目标. 【关键词】化妆品电子商务心理学转化率 中图分类号: TP393 文献标识码:B 文章编号: 1009-4067(2014)12-48-03 ANAYLSIS ON THE IMPROVEMENT OF THE CONSUMER EXPERIENCE OF CHINA S COSMETIC SHOPP剧G WEBSITES BASED ON PSYCHOLOGY QIU Mingtao WANG Shichao ZHANG Kaixi CHEN Kun ZhANG Li Nanjing University of Aeronautics and Astronautics , Nanjing 210016 Abstract With the economic boom , the improvement of the living standard of people and her huge population base , China has become the world s third-largest cosmetics market , only after the United States and Japan. The E-commerce has achieved remarkable development in recent years , and the scale of the online cosmetics marketing is growing rapidly. The conversion rate of a website is largely depends on the user experience. The essaý is based on the knowledge of advertising psychology , color psychology and consu皿er psychology to offer suggestions for the cosmetics shopping websites home and abroad , so as to increase the conversion of the website as much as possible and enhance the brand value and reputation , as well as 皿aximizing the customers autonomous reading and minimizing the pressure of the service staff. [Keywords Cosmetics ; E-commerce ; Psychology ; Brand value -、我国化妆晶电子商务的发展 彩心理学具有精神的价值人常常感受到色彩对自己心理的影响，这些影 随着我国经济的飞速发展和人民生活水平的不断提高，依托庞大的 响总是在不知不觉中发生作用，左右我们的情绪。色彩的心理效应发生 人口基数，中国已经成为仅次于美国和日本的全球第三大化妆品市场。 在不同层次中，有些属直接的剌激