基于扎根理论的移动视觉搜索用户体验影响因素研究

Study on the Influencing Factors of Mobile Visual Search User Experience Based on Grounded Theory

[目的/意义]移动视觉搜索(Mobile Visual Search,MVS)作为新一代互联网服务模式,使用率并不高,用户黏性较差,用户体验不佳,探究MVS用户体验影响因素,以期为MVS的管理者、设计者及运营商提供理论借鉴与实践指导。[方法/过程]基于扎根理论,通过深度访谈搜集资料,经过开放式编码、主轴编码、选择性编码及理论饱和度检验等,构建了MVS用户体验影响因素模型(UX3Q模型)。[结果/结论]MVS用户体验影响因素主要包括准确性、真伪性、完整性、便利性、及时性、可达性、灵活性、有形性和移情性,对明确影响MVS用户体验的关键因素具有理论和现实指导意义。

[Purpose/Significance]As a new generation of Internet service mode,Mobile Visual Search(MVS)has low utilization rate,poor user stickiness,and poor user experience.This paper explores the influencing factors of MVS user experience,in order to provide theoretical reference and practical guidance for MVS managers,designers and operators.[Method/Process]Based on the Grounded Theory,the author collected data through in-depth interviews and established a model of factors influencing the MVS user experience through open coding,spindle coding,selective coding and theoretical saturation test.[Result/Conclusion]The influencing factors of MVS user experience mainly included Accuracy,Authenticity,Completeness,Convenience,Timeliness,Accessibility,Flexibility,Tangibility,and Empathy,which had theoretical and practical guiding significance for identifying the key factors influencing MVS user experience.