移动商务推荐服务中的用户体验模型及实证研究

User Experience Model and Empirical Research in Mobile Commerce Recommendation Service

用户体验是影响移动商务推荐服务的关键因素。为探索影响用户对此类服务感知与接受的体验因素,引入TAM,并在原模型的基础上,加入了感知情境性、感知信任性和感知多样性3个维度;由于难以直接测量用户对推荐服务质量的感知程度,故将各质量感知维度作为中间变量,并从服务提供的角度提出推荐方式、推荐内容和系统交互设计3个自变量,并根据中间变量影响用户体验构建了用户体验初始模型;通过问卷调查和数据分析对模型进行了验证。结果显示:各质量感知因素均对用户体验有显著影响,系统交互设计通过感知易用性显著影响用户体验,推荐内容和推荐方式通过感知情境性、感知信任性和感知多样性显著影响用户体验,其中推荐方式通过这3个中间变量对总体体验产生的影响最大,并对感知有用性有积极影响。研究得出的总结性结论为改善移动商务推荐服务质量提供了依据。

User experience is a key factor affecting mobile commerce recommendation services.In order to explore the experience factors that affect users’perception and acceptance of such services,this paper introduces TAM,and adds three dimensions of perceived context,perceived trust and perceived diversity on the basis of the original model;since it is difficult to directly measure users’perception of recommendation service quality,takes each quality perception dimen-sion as an intermediate variable,and proposes three independent variables,namely recommendation model,recommen-dation content and system interaction design from the perspective of service provision,and constructs the initial model of user experience according to the influence of intermediate variables on user experience;and verifies the model by ques-tionnaire survey and data analysis.The results show that each quality perception factor has a significant impact on user ex-perience.System interaction design significantly affects the user experience through perceived ease of use.Recommenda-tion content and recommendation method significantly affect user experience through perceived context,perceived trust and perceived diversity,among them,recommended method has the greatest impact on the overall experience through these three intermediate variables,and has a positive impact on perceived usability.The conclusion of this study provides a basis for improving the quality of mobile commerce recommendation service.