移动视频平台用户体验影响因素实证分析

目的 构建移动视频平台用户体验影响因素模型,识别影响用户体验的关键因素,从实证分析的角度更加科学可靠地给出设计痛点和用户偏好,为提高用户留存率提供参考.方法 基于文献分析法结合半结构化访谈提炼出影响移动视频平台用户体验的观测指标,构建量化模型,运用SPSS软件进行信度和效度分析,并借助结构方程模型分析探索不同潜变量对用户体验的影响.最终构建一个包含交互、内容、界面和功能4个维度的移动视频平台用户体验量表,具体涉及18个相应指标.结果 交互、内容、界面和功能4个维度均对用户体验有正向显著影响,其中交互维度影响最大.结论 据此改善用户使用移动视频平台的交互体验,改进提升用户体验的方法,优化移动视频平台设计,为其设计实践提供指导和建议.

Analysis of Factors Affecting User Experience of Mobile Video Platforms

The user experience impact factor model of mobile video platform was constructed to identify the key factors affecting user experience. From the perspective of empirical analysis, design pain points and user preferences were given more scientifically and reliably, which provides reference for improving user retention rate. Based on the literature analysis method combined with semi-structured interviews to extract the observation indicators that affected the user experience of the mobile video platform, a quantitative model was built, which used SPSS software for reliability and validity analysis and used structural equation modeling to explore different potential variables for user experience influences. Finally, a mobile video platform user experience scale with four dimensions of interaction, content, interface and function was constructed, which involved 18 corresponding indicators. The results showed that the four dimensions of interaction, content, interface and function had a positive impact on user experience, and the interaction dimension had the greatest impact. Based on this, improving the interactive experience of users using mobile video platform and improving the method of enhancing user experience can optimize the design of mobile video platform, which provides guidance and advice for its design practice.