目的:本研究基于瑞幸咖啡本土品牌探究中文版情绪指标结果(EMO)问卷和净推荐值(NPS)量表在中国本土的适用性,并结合实证分析消费者对瑞幸咖啡品牌的满意度和用户体验特性。方法:研究采用EMO问卷和NPS量表,并以系统可用性量表(SUS)为效标...目的:本研究基于瑞幸咖啡本土品牌探究中文版情绪指标结果(EMO)问卷和净推荐值(NPS)量表在中国本土的适用性,并结合实证分析消费者对瑞幸咖啡品牌的满意度和用户体验特性。方法:研究采用EMO问卷和NPS量表,并以系统可用性量表(SUS)为效标,对中文版EMO问卷和NPS量表进行信度和效度分析,并结合描述统计、多因素方差分析和卡方检验等方法,探讨了瑞幸咖啡的用户体验现状。通过线上线下渠道,分别收集了973份和673份有效问卷以完成量表检验,以及669份和425份有效问卷用于现状分析。结论:1) 修订后的中文版EMO问卷和NPS量表具有良好的信度和效度,满足测量学标准,在中国具有一定的文化适用性,可用于评估品牌产品的用户体验满意度和忠诚度。2) 用户对瑞幸咖啡品牌产品及服务的整体用户体验给予了相对积极的评价,但仍需要进一步的优化。这种正面的评价趋势存在性别和消费水平的差异:女性和高消费水平群体的评价更高。Purpose: This study explores the applicability of the Chinese version of the Emotional Metrics Outcome (EMO) questionnaire and the Net Promoter Scale (NPS) in China based on the local brand of Luckin Coffee and analyzes the consumer satisfaction and user experience characteristics of the Luckin Coffee brand in conjunction with empirical evidence. Methods: The study employed the EMO and NPS with the System Usability Scale (SUS) as the criterion, assessed the reliability and validity of the Chinese version of the EMO and NPS scales, and explored the current situation of Luckin Coffee’s user experience by utilizing descriptive statistics, multi-factorial analysis of variance, and Chi-square test. Through online and offline sources, 973 and 673 valid questionnaires were collected to complete the scale test, as well as 669 and 425 valid questionnaires were obtained for the status quo analysis, respectively. Conclusion: 1) The revised Chinese version of the EMO and the NPS scales exhibit good reliability and validity, meet the measurement standards, possess certain cultural applicability in China, and are suitable for assessing user experience satisfaction and loyalty to brand products. 2) Consumers generally provide positive comments regarding the overall user experience of Luckin coffee brand products and services, but further optimization is still needed. There are gender and consumption level differences in this positive evaluation trend: women and higher-consumption level groups have higher evaluations.展开更多
自移动短视频平台的爆火以来,用户规模快速扩张,对于这一变现能力强大的市场,原本的长视频企业与其它领域的互联网企业也纷纷投身移动短视频平台的开发、运营。各短视频平台正在经历激烈的市场争夺,而一个平台要想在最终获得一个较大的...自移动短视频平台的爆火以来,用户规模快速扩张,对于这一变现能力强大的市场,原本的长视频企业与其它领域的互联网企业也纷纷投身移动短视频平台的开发、运营。各短视频平台正在经历激烈的市场争夺,而一个平台要想在最终获得一个较大的市场份额,就需要提高用户的忠诚度。因此,哪些因素如何影响用户的忠诚度对于移动短视频平台的企业战略、策略的制定具有巨大价值。本文对企业社会责任与短视频平台用户忠诚度提出了相关的模型和假设,并通过网上问卷的形式进行调查。所收集的有效数据通过SPSS 26.0软件和AMOS软件进行分析,对模型和假设进行验证。最后对移动短视频平台企业如何通过承担责任保证用户忠诚度提出了实质性的建议。研究结果表明,回馈社会责任正向影响用户感知价值;平台监督与治理责任对用户感知价值无显著影响;内容生产责任显著正向影响用户感知价值;回馈社会责任对态度忠诚和行为忠诚无显著影响;平台的监督与治理责任对态度忠诚无显著影响,但会负向影响行为忠诚;内容生产责任显著正向影响态度忠诚与行为忠诚;用户感知价值显著正向影响态度忠诚和行为忠诚。Since the popularity of mobile short video platforms, the number of users has expanded rapidly. For this market with strong liquidity, original long video companies and Internet companies in other fields have also devoted themselves to the development and operation of mobile short video platforms. Various short video platforms are experiencing fierce market competition, and if a platform wants to eventually gain a larger market share, it needs to improve user loyalty. Therefore, what factors and how they affect user loyalty are of great value to the formulation of corporate strategies and strategies for mobile short video platforms. This article puts forward related models and hypotheses about corporate social responsibility and short video platform user loyalty and conducts a survey through an online questionnaire. The collected valid data were analyzed through SPSS 26.0 software and AMOS software to verify the model and assumptions. Finally, we put forward substantive suggestions on how mobile short video platform companies can ensure user loyalty by taking responsibility. The research results show that giving back to social responsibility has a positive impact on user-perceived value;platform supervision and governance responsibilities have no significant impact on user-perceived value;content production responsibility has a significant positive impact on user-perceived value;giving back to social responsibility has no significant impact on attitudinal loyalty and behavioral loyalty;the platform’s supervision and governance responsibilities have no significant impact on attitudinal loyalty, but will negatively affect behavioral loyalty;content production responsibility has a significant positive impact on attitudinal loyalty and behavioral loyalty;user-perceived value has a significant positive impact on attitudinal loyalty and behavioral loyalty.展开更多
文摘目的:本研究基于瑞幸咖啡本土品牌探究中文版情绪指标结果(EMO)问卷和净推荐值(NPS)量表在中国本土的适用性,并结合实证分析消费者对瑞幸咖啡品牌的满意度和用户体验特性。方法:研究采用EMO问卷和NPS量表,并以系统可用性量表(SUS)为效标,对中文版EMO问卷和NPS量表进行信度和效度分析,并结合描述统计、多因素方差分析和卡方检验等方法,探讨了瑞幸咖啡的用户体验现状。通过线上线下渠道,分别收集了973份和673份有效问卷以完成量表检验,以及669份和425份有效问卷用于现状分析。结论:1) 修订后的中文版EMO问卷和NPS量表具有良好的信度和效度,满足测量学标准,在中国具有一定的文化适用性,可用于评估品牌产品的用户体验满意度和忠诚度。2) 用户对瑞幸咖啡品牌产品及服务的整体用户体验给予了相对积极的评价,但仍需要进一步的优化。这种正面的评价趋势存在性别和消费水平的差异:女性和高消费水平群体的评价更高。Purpose: This study explores the applicability of the Chinese version of the Emotional Metrics Outcome (EMO) questionnaire and the Net Promoter Scale (NPS) in China based on the local brand of Luckin Coffee and analyzes the consumer satisfaction and user experience characteristics of the Luckin Coffee brand in conjunction with empirical evidence. Methods: The study employed the EMO and NPS with the System Usability Scale (SUS) as the criterion, assessed the reliability and validity of the Chinese version of the EMO and NPS scales, and explored the current situation of Luckin Coffee’s user experience by utilizing descriptive statistics, multi-factorial analysis of variance, and Chi-square test. Through online and offline sources, 973 and 673 valid questionnaires were collected to complete the scale test, as well as 669 and 425 valid questionnaires were obtained for the status quo analysis, respectively. Conclusion: 1) The revised Chinese version of the EMO and the NPS scales exhibit good reliability and validity, meet the measurement standards, possess certain cultural applicability in China, and are suitable for assessing user experience satisfaction and loyalty to brand products. 2) Consumers generally provide positive comments regarding the overall user experience of Luckin coffee brand products and services, but further optimization is still needed. There are gender and consumption level differences in this positive evaluation trend: women and higher-consumption level groups have higher evaluations.
文摘自移动短视频平台的爆火以来,用户规模快速扩张,对于这一变现能力强大的市场,原本的长视频企业与其它领域的互联网企业也纷纷投身移动短视频平台的开发、运营。各短视频平台正在经历激烈的市场争夺,而一个平台要想在最终获得一个较大的市场份额,就需要提高用户的忠诚度。因此,哪些因素如何影响用户的忠诚度对于移动短视频平台的企业战略、策略的制定具有巨大价值。本文对企业社会责任与短视频平台用户忠诚度提出了相关的模型和假设,并通过网上问卷的形式进行调查。所收集的有效数据通过SPSS 26.0软件和AMOS软件进行分析,对模型和假设进行验证。最后对移动短视频平台企业如何通过承担责任保证用户忠诚度提出了实质性的建议。研究结果表明,回馈社会责任正向影响用户感知价值;平台监督与治理责任对用户感知价值无显著影响;内容生产责任显著正向影响用户感知价值;回馈社会责任对态度忠诚和行为忠诚无显著影响;平台的监督与治理责任对态度忠诚无显著影响,但会负向影响行为忠诚;内容生产责任显著正向影响态度忠诚与行为忠诚;用户感知价值显著正向影响态度忠诚和行为忠诚。Since the popularity of mobile short video platforms, the number of users has expanded rapidly. For this market with strong liquidity, original long video companies and Internet companies in other fields have also devoted themselves to the development and operation of mobile short video platforms. Various short video platforms are experiencing fierce market competition, and if a platform wants to eventually gain a larger market share, it needs to improve user loyalty. Therefore, what factors and how they affect user loyalty are of great value to the formulation of corporate strategies and strategies for mobile short video platforms. This article puts forward related models and hypotheses about corporate social responsibility and short video platform user loyalty and conducts a survey through an online questionnaire. The collected valid data were analyzed through SPSS 26.0 software and AMOS software to verify the model and assumptions. Finally, we put forward substantive suggestions on how mobile short video platform companies can ensure user loyalty by taking responsibility. The research results show that giving back to social responsibility has a positive impact on user-perceived value;platform supervision and governance responsibilities have no significant impact on user-perceived value;content production responsibility has a significant positive impact on user-perceived value;giving back to social responsibility has no significant impact on attitudinal loyalty and behavioral loyalty;the platform’s supervision and governance responsibilities have no significant impact on attitudinal loyalty, but will negatively affect behavioral loyalty;content production responsibility has a significant positive impact on attitudinal loyalty and behavioral loyalty;user-perceived value has a significant positive impact on attitudinal loyalty and behavioral loyalty.
