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Factors attracting Chinese Generation Y in the smartphone application marketplace

Frontiers of Computer Science 2017年第2期11卷 290-306页

作者： Shijian LUO Yi HU Yuxiao ZHOU Department of Industrial design College of Computer Science and Technology Zhejiang University Hangzhou 310027 China

Smartphone applications （apps） are becoming in- creasingly popular all over the world, particularly in the Chi- nese Generation Y population; however, surprisingly, only a small number of studies on app factors valued by this im- portant group have been conducted. Because the competition among app developers is increasing, app factors that attract users＇ attention are worth studying for sales promotion. This paper examines these factors through two separate studies. In the first study, i.e., Experiment 1, which consists of a survey, perceptual rating and verbal protocol methods are employed, and 90 randomly selected app websites are rated by 169 expe- rienced smartphone users according to app attraction. Twelve of the most rated apps （six highest rated and six lowest rated） are selected for further investigation, and 11 influential fac- tors that Generation Y members value are listed. A second study, i.e., Experiment 2, is conducted using the most and least rated app websites from Experiment 1, and eye tracking and verbal protocol methods are used. The eye movements of 45 participants are tracked while browsing these websites, providing evidence about what attracts these users＇ attention and the order in which the app components are viewed. The results of these two studies suggest that Chinese Generation Y is a content-centric group when they browse the smart- phone app marketplace. Icon, screenshot, price, rating, and name are the dominant and indispensable factors that influ- ence purchase intentions, among which icon and screenshot should be meticulously designed. Price is another key fac- tor that drives Chinese Generation Y＇s attention. The recom- mended apps are the least dominant element. design sugges- tions for app websites are also proposed. This research has important implications.

关键词： app marketplace design online commerce,Generation Y HCI eye tracking

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