情感化设计视角下内容电商APP交互系统研究

Research on the Interaction System of Content E-Commerce APPs from the Perspective of Emotional Design

摘要: 在数字经济与媒介融合深度发展的背景下，内容电商已成为电商行业转型的核心方向，其情感驱动交易的核心逻辑对APP交互系统提出了更高标准。当前内容电商APP虽已实现基础交互功能的标准化，但普遍存在视觉同质化严重、功能操作冗余、情感共鸣缺失等问题，难以满足用户多元化的情感需求，制约行业高质量发展。研究以情感化设计理论为框架，深入剖析内容电商APP的交互系统现状。从本能层、行为层、反思层三个维度，提出了构建多感官协同、操作体验优化与价值认同构建的内容电商APP情感化交互策略。研究旨在为内容电商APP情感化交互优化与营销模式升级提供可参考的实践方案，推动内容电商行业从流量驱动向情感驱动转型，丰富情感化设计在电商领域的应用研究。

Abstract: With digital economy and media integration development, content e-commerce becomes the core of e-commerce transformation. Its emotional-driven transaction logic raises higher requirements for APP interaction. Current content e-commerce APPs have standardized basic functions but face visual homogeneity, redundant operations and insufficient emotional resonance, failing to meet users’ needs and restricting industrial development. Based on emotional design theory, this study analyzes APP interaction systems and proposes emotional interaction strategies from instinctive, behavioral and reflective levels, integrating multi-sensory experience, optimizing operations and building value recognition. This research provides references for optimizing APP emotional interaction and marketing models, promotes the industry’s shift to emotion-driven development, and enriches emotional design application in e-commerce.