Purpose: The rapid growth of m-commerce and mobile marketing has flooded the users with homogeneous contents that raise little user interest making the users' browsing pattern on these contents aimless free browsing. However, the interface that presents the mobile marketing contents triggers much user attention, especially the layout. Without significant usability defects, the layout poses influences on the user's aesthetic experience. Identifying the layout attributes that affect user aesthetic preference is critical to the design of mobile marketing interfaces since they influence users' interaction intention, cognitive process, and decision-making.Design/methodology/approach: In this paper, 6 layout attributes that quantify the aesthetic design of the interface layout and 3 eye-movement indicators that connect to human aesthetic preference were identified through literature research. An eye-tracking experiment measuring the 3 eye-movement indicators on 6 pairs of interface layout materials corresponding to the 6 layout attributes was conducted. The experiment was designed to mimic the free browsing context in mobile marketing. The materials were divided into Liked/Disliked preference groups according to the response of the subjects. Analysis of indicators on materials between the L/D groups shows that the attributes of balance, centricity, density, simplicity, and symmetry affect user aesthetic preferences.Findings: Analysis of the attribute value levels shows that balance, centricity, and density are responsible for addressing users' aesthetic preferences for a disliked interface layout. The study suggests an attribute set for quantitatively optimizing the aesthetic design of mobile marketing system interfaces and provides evidence for the visual attention and cognitive process under the free browsing context.Originality/value: The study contributes to the field both theoretically and practically: (1) it provides support for optimizing the interface layout of mobile marketing systems quantitatively from the aesthetic perspective. (2) It promotes the cognitive attention theory by providing evidence for the cognitive process of interacting with mobile marketing interfaces from the perspective of visual attention and cognitive fluency. (3) It expands the objects of visual perception from traditional or symbolic artworks (such as logos) to the abstract visual stimuli of interface layout. (4) It suggests an optimization tool of five quantification layout attributes for mobile marketing businesses and platforms to aesthetically improve their marketing interfaces to improve user experiences.

Emotion-aware music recommendations has gained increasing attention in recent years, as music comes with the ability to regulate human emotions. Exploiting emotional information has the potential to improve recommendation performances. However, conventional studies identified emotion as discrete representations, and could not predict users’ emotional states at time points when no user activity data exists, let alone the awareness of the influences posed by social events. In this study, we proposed an emotion-aware music recommendation method using deep neural networks (emoMR). We modeled a representation of music emotion using low-level audio features and music metadata, model the users’ emotion states using an artificial emotion generation model with endogenous factors exogenous factors capable of expressing the influences posed by events on emotions. The two models were trained using a designed deep neural network architecture (emoDNN) to predict the music emotions for the music and the music emotion preferences for the users in a continuous form. Based on the models, we proposed a hybrid approach of combining content-based and collaborative filtering for generating emotion-aware music recommendations. Experiment results show that emoMR performs better in the metrics of $Precision$, $Recall$, $F1$, and $HitRate$ than the other baseline algorithms. We also tested the performance of emoMR on two major events (the death of Yuan Longping and the Coronavirus Disease 2019 (COVID-19) cases in Zhejiang). Results show that emoMR takes advantage of event information and outperforms other baseline algorithms.

The strong interactivity and size limitation of the mobile interface calls for the utilization of users’ aesthetic preferences to provide better mobile marketing recommendations in order to promote the sustainable development of m-commerce. Existing studies mostly focus on matching user interests by analyzing marketing content properties. The studies for utilizing the layout information and user aesthetic preferences for the layout of the mobile marketing interface from an aesthetic perspective are insufficient. This paper proposes a mobile marketing recommendation method (LAPR) that incorporates layout aesthetic preferences. Based on the traditional content-based and collaborative filtering recommendation methods, this method introduces users’ aesthetic preferences for interface layout into a mobile marketing recommender. From an aesthetic perspective, a new interface layout design quantification method, a user aesthetic preference similarity measurement model, and a recommendation result ranking method are designed. Experiments show that compared to traditional methods, LAPR is significantly higher in recommendation precision in the task for recommending the same content and outperforms traditional methods in recall, precision, and F-metrics in the common recommendation task. We conclude that incorporating aesthetic preference for layout can improve mobile marketing recommendation quality and promote the sustainable development of m-commerce.

The Gestalt effect suggests that the effect of organized whole elements exceeds the sum of their parts. The visual element placement of advertisements reflects this effect and is vital to determine what consumers recall, especially in the mobile marketing environment. Scholars, however, are divided as to the theoretical explanations of the Gestalt effect in consumer behavior and user experience domains. To address this issue, the authors analyze consumers’ neural activities in response to mobile food delivery service advertisements in different visual element placements, testing the influence of the Gestalt effect on consumers’ purchasing preferences. The current study adopts the event-related potentials (ERP) technique derived from the electroencephalogram (EEG) paradigm. The findings deepen the understanding of the application of the Gestalt effect in the marketing and advertising domain, which benefits the digital graphical user interface designs of mobile and other forms of e-businesses.

Professionalism and popularity are two important external identity cues of the review party. Previous studies have mostly focused on the content of the reviewers' comments. However, few studies have explored the potential impact of the review party's cues on consumers' adoption willingness and consumption behavior. This study mainly examined the neural mechanisms of how the differences in the two identity cues of the review party affect consumers while adopting the comments. The current study employed an event-related potential (ERP) experiment, in which the participants were asked to make a personal choice quickly based on the review party's identity cues after seeing the target product. A 2-level professionalism (low vs. high) x 2-level popularity (low vs. high) experiment design was used to test the impact of the review party's professionalism and popularity on consumers' intentions to adopt the review. The behavioral data reveal that the two identity cues of the review party impact the adoption rate, and the review party's popularity has an impact on the reaction time. The ERP data indicate that the review party's popularity affects the perceived risk (the N2 component, which is a high-risk signal) and the two identity cues of the review party affect the evaluation and classification process [the later positive potential (LPP) component]. These results indicate that when the review party has a high degree of professionalism, its popularity has less influence on consumers' review adoption intention. On the contrary, when the level of professionalism is low, high popularity will promote consumers' review adoption intention. Compared to professionalism, popularity is a higher risk cue for consumers.