用户体验因素和类型影响品牌资产机理探讨——来自“用户企业”蔚来汽车用户体验数据的实证研究

The Research on Influencing Mechanism of Factors and Types of User Experience on Brand Equity:An Empirical Study of User Experience Data from the“User Enterprise”NIO

“用户企业”蔚来汽车通过用户体验提升品牌资产的经验表明,用户体验与品牌资产之间存在着密切的关系以及相互影响的机理。现有文献缺乏综合分析用户体验多种因素和不同类型对品牌资产影响机理的研究成果。笔者基于相关理论,尝试将产品设计、服务设计、数字触点设计引入功能体验影响因素,将服务设计、数字触点设计、品牌价值观引入情感体验影响因素,从功能体验和情感体验两个维度构建用户体验对品牌资产影响的研究模型。在上述基础上,对来自“用户企业”蔚来汽车车主用户体验的问卷调查数据,运用偏最小二乘结构方程模型方法进行分析,检验用户体验因素和类型对品牌资产的影响机理。研究结果显示:用户体验→用户满意度→口碑推荐→品牌资产提升的路径,主要机理于产品、服务和数字触点设计正向影响功能体验;品牌价值观正向影响情感体验;功能与情感体验均正向影响品牌资产;用户满意度与口碑推荐对用户体验和品牌资产之间的关系起中介作用。本研究以来自“用户企业”蔚来汽车用户体验的数据揭示了企业用户体验因素和类型影响品牌资产的机理,丰富了用户体验和品牌资产研究领域的现有文献,为企业通过用户体验提升品牌资产提供了理论依据。

The experience of“user enterprise”NIO in enhancing brand equity through user experience demonstrates that there is an intimate relationship between user experience and brand equity as well as the mechanism of interaction between them.The existing literature lacks research achievements of comprehensively analyzing the influencing mechanism of multiple factors and different types of user experience on brand equity.Based on brand equity theory,uses and gratifications theory,and expectation-confirmation theory,we introduced product design,service design and digital touch points design into influencing factors of functional experience,as well as service design,digital touch points design and brand values into influencing factors of emotional experience,thus constructed a research model of user experience on brand equity from two dimensions of functional experience and emotional experience.On the basis of this,we collected questionnaires from car owners of the“user enterprise”NIO.The gathered data was analyzed with partial least squares structural equation modeling(PLS-SEM)to examine the influencing mechanism of factors and types of user experience on brand equity.Our results indicate that the path of brand“experience→user satisfaction→word-of-mouth recommendations→brand equity enhancement”is mainly based on the positive influence of product,service and digital touch points design on functional experience,the positive influence of brand values on emotional experience,the positive influence of both functional and emotional experience on brand equity,as well as the mediating role of user satisfaction and word-of-mouth recommendations in the relationship between user experience and brand equity.Our results reveal new insights into the influencing mechanism of factors and types of user experience on brand equity based on user experience data from the“user enterprise”NIO,thus enrich existing research on user experience and brand equity.Our findings provide important managerial implications for enterprises to enhance brand equity through user experience.