RESEARCH ON THE DESIGN OF CHINESE FRESH FOOD E-COMMERCE APP BASED ON THE EXPERIENCE EEI MODEL

Abstract

As more people in China are embracing online shopping for their fresh food, creating apps that offer a fun and engaging experience has become crucial for keeping users happy and coming back for more. This paper dives into how to design fresh food e-commerce apps that truly connect with users, guided by the Experience Economy Index (EEI) model. In this study, 214 questionnaires were collected through an online questionnaire app, aiming to identify users' preferences for e-commerce apps for fresh food in China.Our research identified three main factors that users care about: intuitive, behavioural, and reflective.First, users want a visually appealing and modern design (intuitive demands).Second, users need interactive and easy-to-use features (behavioural demands).Lastly, users are looking for a shopping experience that feels immersive and enjoyable (reflective demands).The findings showed that users, especially those aged 30-40 and slightly more women than men, value apps with clear visuals, interactive elements, and rich graphical content. Using these insights, we developed a strategic model that integrates these preferences into the EEI framework. Based on the findings, we offered practical tips for improving the design of fresh food e-commerce apps, which including focusing on user-centered design, enhancing visual and interactive elements, and using feedback mechanisms like personalized promotions to keep users engaged. By combining theory with real-world data, this study provides a clear roadmap for creating user-friendly fresh food e-commerce apps that not only meet but exceed user expectations, aiming to make online shopping a more enjoyable and satisfying experience for everyone.