隨著科技和電子商務的飛速發展，網路購物給人們生活帶來了愈來愈多的便利。與此同時，網路購物的介面也在日新月異地改變，尤其是近些年虛擬實境(VR)技術在網路購物介面中得到廣泛運用，以360°全景圖的方式呈現商品資訊，更是極大豐富了消費者的購物體驗。近年來，通過實施互動設計理念來促進用戶與網路購物介面之間的交流愈來愈受到關註。其中，網路購物介面的視覺設計很大程度影響了用戶的注意力與認知，進而影響用戶的購物決策。一般用戶在購物決策之前需要處理大量的商品資訊，尤其是當購物介面出現資訊過載的情況，一定程度增加了用戶的認知負荷，影響了用戶的購物體驗。因此，本研究的主要目的為探討網路購物(APP、Website)介面中的視覺設計對用戶的影響。通過探討網路購物之特點、使用設備、用戶購物行為與特徵、視覺設計元素以及認知心理相關理論及方法之相關文獻，得出了一系列網路購物視覺設計的結論與建議，並在此基礎上進一步探究360°全景圖中的視覺提示設計對用戶購物體驗的影響，為今後360°全景圖技術在更多購物介面中的運用和發展提供新的參考價值。本次研究的變量主要包括網路購物介面中的視覺設計與用戶性別，量化探究用戶對商品資訊的視覺搜索操作績效與主觀評量。
本研究共進行三個實驗，實驗一為2(動態提示)x3(懸停反饋的背景透明度)雙因子受試者間實驗(Between-subjects design)，研究結果發現：(1) 在與購物網站的互動中，懸停反饋的背景透明程度影響了參與者的任務表現。(2) 與持續閃爍相比，一次閃爍的效果在合理性程度方面的主觀評價結果明顯更高。(3) 當懸停反饋的背景透明度為50%時，參與者對資訊清晰度的感知受到影響。(4) 當懸停反饋的背景透明度為25%時，持續閃爍的效果比一次閃爍的效果好。參與者對持續閃爍的吸引力明顯高於一次閃爍的吸引力。然而，當背景透明度為0%或50%時，結果卻恰恰相反。
實驗二為2(介面佈局)x2(背景極性模式)x2(性別)三因子混合實驗(Mixed factorial)，研究結果發現：(1)在購物介面APP操作過程中，矩陣佈局比列表佈局的視覺搜索表現更佳。(2)背景模式與性別在視覺搜索表現存在交互作用，在正極性背景模式下，女性的操作表現更快，而在負極性背景模式下，男性的操作表現更快。(3)關於不費腦力程度、有幫助程度、正向感知程度、吸引力程度的主觀評價中，我們發現佈局與性別之間存在顯著交互作用，即在列表的佈局時候女性比男性評價較高，然而，在矩陣的佈局時候男性比女性評價較高。(4)介面佈局與背景極性模式之間存在顯著交互作用，即在正極性背景模式下，用戶覺得列表的佈局更有使用意願，而在負極性背景模式下，用戶覺得矩陣的佈局更有使用意願。
實驗三為2(視覺引導呈現方式)x3(視覺引導呈現類型)雙因子受試者間實驗(Between-subjects design)。將在實驗一和實驗二基礎上進一步深入探討在移動購物APP介面中基於360°全景圖像的視覺引導設計對用戶體驗的影響。本研究為用戶介面貢獻的幾個具體的設計建議列舉如下：(1) 不同的視覺提示狀態可能會影響用戶的表現。(2) 在與360°全景圖中的移動購物應用互動時，動態圓點或手勢提示不僅在視覺搜索資訊定位和資訊比較任務中獲得了更好的任務表現，而且獲得了更高的主觀評價(包括合理性程度和使用意願程度)。(3) 在視覺提示呈現類型為圓點或手勢的條件下，關於合理程度和使用意願的主觀評價都明顯優於卡通片提示。(4) 在不同的視覺提示呈現類型中，參與者更喜歡手勢提示。
透過有效的數據收集、分析與討論，得出具有實際效用之研究結果。研究結果可為未來電子商務領域的人機互動相關研究提供理論模式參考和設計建議，同時針對性別在視覺搜索上的差異的研究發現，可在未來購物介面中進行合理化和差異化的設計考量。

With the rapid development of technology and e-commerce, online shopping has brought more and more convenience to people's lives. At the same time, the interface of online shopping is also changing day by day, especially in recent years; VR technology has been widely used in the online shopping interface to present product information in the form of a 360° panoramic view, which is significantly enriched the shopping experience of consumers. In recent years, implementing interactive design concepts to promote communication between users and online shopping interfaces is increasingly concerned. Among them, the visual design of the online shopping interface predominantly affects the user's attention and recognition, affecting their shopping decision. In general, users need to process a large amount of product information before making shopping decisions, especially when the shopping interface is overloaded with information, which increases users' cognitive load to a certain extent and affects their shopping experience. Therefore, the primary purpose of this study is to investigate the impact of visual design on users in the interface of online shopping (APP, Website). By exploring the characteristics of online shopping, using devices, user shopping behaviors and features, visual design elements, and cognitive psychology-related theories and methods, a series of conclusions and recommendations on visual design for online shopping are drawn, and on this basis, the impact of visual cue design in 360° panorama on user shopping experience is further explored to provide new references for the future use and development of 360° panorama technology in more shopping interfaces. The variables in this study mainly include the visual design and user gender in the online shopping interface and quantitatively explore the performance and subjective evaluation of users' visual search operations for product information.
In this study, three experiments were conducted, Experiment 1 was a 2(dynamic cue) x 3 (background transparency of hovering feedback) two-factor Between-subjects design experiment, and the results showed that: (1) the background transparency of hovering feedback affected participants' task performance in the interaction with the shopping site. (2) The effect of a single flash was significantly more subjectively evaluated in terms of reasonableness than that of a continuous flash. (3) When the background transparency of hovering feedback was 50%, participants' perception of message clarity was affected. (4) When the background transparency of the hover feedback was 25%, the effect of continuous blinking was better than that of one blink. Participants were significantly more attracted to continuous flashing than primary flashing. However, the opposite result was observed when the background transparency was 0% or 50%.
Experiment 2 was a 2 (interface layout) x 2 (background polarity mode) x 2(gender) mixed factorial experiment, and the results showed that: (1) the matrix layout performed better than the list layout in visual search during the shopping interface APP operation. (2) There is an interaction between background mode and gender in the visual search performance; in the positive polarity background mode, women's operation performance is faster, while men's operation performance is faster in the negative polarity background mode. (3) Regarding the subjective ratings of effortlessness, helpfulness, positive perception, and attractiveness, we found a significant interaction between layout and gender, i.e., females were rated higher than males for the layout of lists. However, males were rated higher than females for the layout of matrices. (4) There is a significant interaction between interface layout and background polarity mode, i.e., in positive polarity background mode, users find the list layout more preferable. In contrast, users find the matrix layout more preferable in negative polarity background mode.
Experiment 3 is a two-factor between-subjects experiment with 2 (visual guide presentation) x 3 (visual guide presentation type) design. Based on Experiment 1 and Experiment 2, we will further investigate the impact of 360° image-based visual guidance design on user experience in the mobile shopping app interface. Several specific design suggestions for the user interface contributed by this study are listed as follows: (1) Different visual cueing states may affect user performance. (2) When interacting with the mobile shopping application in the 360° panorama, dynamic dots or gesture cues received better task performance in the visual search information location and information comparison tasks and higher subjective ratings (including the degree of reasonableness and willingness to use). (3) Because the visual cue presentation type was dot or gesture, subjective ratings regarding the degree of reasonableness and willingness to use were significantly better than cartoon cues. (4) Participants preferred gesture cues among the different visual cue presentation types.
The study results will be helpful for practical purposes through effective data collection, analysis, and discussion. The study results can provide theoretical model references and design suggestions for future human-computer interaction-related research in e-commerce. The findings of gender differences in visual search can be used to rationalize and differentiate design considerations in future shopping interfaces.

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