基于用户体验的电商类APP界面设计的色彩情感研究

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Abstract： Grounded incolorpsychology，thePAD（Pleasure-Arousal-Dominance）emotional model，andthetheoryofcolor brandfit，thisstudyconstructsaresearch frameworkof"dominantcolor-emotionalresponse-behavioral intention"toexplore howthe dominant interfacecolorof e-commerceapps influences users'emotional experience and intention touse.Usingafivepoint Likert scale questionnaire，userratingsacrossnine emotionaldimensions werecolected forfour mainstream e-commerce appinterfaces.Descriptive statistics and one-way analysis of variance （ANOVA）were conducted forempirical analysis.The results indicatethatdiferentdominantcolors elicitsignificantlydiferentuserresponses intermsofpleasure，senseofcontro andtrust.Moreover，dominantcolors influenceusers'behavioralintentions indirectlybyshaping theirperceptionofbrand identity.Thisstudy provides both theoreticalinsightandempirical evidencetosupporttheoptimizationofcolorstrategies in e-commerce app interface design.

KeyWords： Color Psychology;PADModel; Color-BrandFit; DominantColor;E-commerce App; User Experience

随着移动互联网的发展与智能终端的普及，电商APP已成为用户日常消费的重要入口。（剩余6960字）