App用户体验要素、体验价值与品牌价值——以运动类计步App为例

摘要/Abstract

摘要：

伴随网络科技的发展,移动应用程序(Mobile Application,App)成为连接用户与企业的新生渠道,全球企业纷纷致力于App的开发和应用。在此情境下,如何通过改善App的用户体验进而提升品牌价值,成为当前理论研究的热点问题。以361位运动类计步App用户为调研对象,运用访谈法、问卷法、多元线性回归分析等方法,研究App用户体验要素影响品牌价值提升的内在机理和作用机制。结果表明,用户体验要素的操作性、暗示性和识别性对品牌黏着度和满意度均具有显著正向影响,用户体验价值在其中发挥中介效应。同时,性别在用户体验要素的识别性和暗示性与品牌价值间具有显著调节作用。

关键词: 操作性, 暗示性, 识别性, 体验价值, 品牌黏着度, 品牌满意度

Abstract:

With the development of Internet, Mobile Application (App) has become a new means to connect users and enterprises. Enterprises around the world are committed to the development and application of App. In this context, how to improve the user experience and the brand value has become the focus of both theoretical research and practice. This paper first uses interviews and questionnaires to investigate 361 App users, and then applies SPSS and AMOS statistical software to do multiple linear regression analysis, focusing on the internal mechanism of user experience factors that affect the brand value under App scenario. Research shows that the operability, suggestibility and identifiability have positive effects on brand's stickiness and satisfaction, with the user experience value playing a mediating effect in this process. At the same time, gender has a significant moderating effect on the relationship between the identity and the brand value, as well as a significant moderating effect on the relationship between the suggestibility and the brand value. Therefore, in the context of App, enterprises should not only emphasize the role of the user experience value in improving the brand value, but also pay attention to the moderating effects of gender.

Key words: Operability, Suggestibility, Identifiability, Experiential Value, Brand's Stickiness, Brand Satisfaction

中图分类号:

F270.7

吴晓云,王建平,刘恬萍. App用户体验要素、体验价值与品牌价值——以运动类计步App为例[J]. 财经论丛, 2018, 34(12): 84-94.

WU Xiaoyun,WANG Jianping, LIU Tianping. Experience Elements of App Users, Experience Value and Brand Value ——Taking Sports App as an Example[J]. , 2018, 34(12): 84-94.

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