An Empirical Study On The Impact Of Content Personalization On User Value Of Smart Connected Products

With the development of network information technology and artificial intelligence technology,the smart connected products represented by mobile smart phones have gradually replace the traditional functional products and enter into people's daily life.One of the main features of smart connected products is to break through the limitations of content dissemination which is highly dependent on its carrier under the traditional technical conditions,and can provide users with personalized content services at anytime and anywhere,so as to better create user value.Many multinational smart connected products manufacturing enterprises,such as Apple,Samsung,etc.,have their own content personalized design program.Therefore,even if their hardware is constantly being imitated,they can also firmly grasp the market by the advantages of the content.In contrast,although China has a large number of smart connected products manufacturing enterprises,but the vast majority of them were caught in the predicament of "low price and low value-added".One of the fundamental reasons is that enterprises lack of real understanding of smart connected products and their contents,do not understand the user's real needs of the product content,and thus difficult to create user value.Based on this,the paper uses the theory of smart connected products,content personalized,user experience and user value,focusing on the core issue of “the influence of personalized content of personalized content on user value and its mechanism”.The paper has made some innovative progress in the following aspects:(1)Combination the theory of smart connected products and content personalization,and put forward the concept of “content personalization of smart connected products”.On the basis of previous studies,pointing out that the content personalization of smart connected products can be achieved through two paths of enterprise guidance and user spontaneous.And further divide the enterprise guidance content personalization into two dimensions of content optimization and content recommendation;divide the user spontaneous content personalization into two dimensions of content customization and content extension,and formation the study hypothesis of the dimensions of content personalization of smart connected products,which is verified through exploratory case studies.This is not only lain the foundation for the following research work,but also make an useful supplement on the theory of smart connected products and content personalization.(2)Introducing user experience into the theoretical model,serve as the intermediary variables of the relationship between content personalization and user value,divided the user experience of smart connected products into three dimensions of sensory experience,interactive experience and functional experience on the basis of the previous research results of user experience and the characteristics of smart connected products,and discussion on the relationship between the four dimensions of content personalization and sensory experience,interactive experience and functional experience.Research results shows that besides the influence of content recommendation and content expansion on sensory experience is not significant,other dimensions have a significant impact on each other.This can provide theoretical guidance for the user experience design of smart connected products enterprise.(3)The theoretical model of the relationship between content personalizations,user experience and user value of smart connected products is constructed and verified in this paper.On the basis of reference for the achievements of many scholars,this paper constructs the theoretical research hypothesis model of “content personalization?user experience?user value”.According to the data of 365 users of smart connected products,the structural equation model is used to verify the effect of content personalization on user experience and user value.This result confirms the inherent mechanism of the impact of content personalization of smart connected products on user value,uncovering the "black box" of user value creation by content personalization design,which provides a basis for further study of smart connected products and content personalization.Overall,the theoretical and empirical research results of this paper have enrich and perfect the theory of content personalization and smart connected products,and provide an effective theoretical guidance and method tools for the Chinese manufacturing enterprises to improve the content personalization degree,enhance the user experience and create user value.