Research On Driving Factors Of Douban User Activity Based On User Experience

User activity is an important indicator of social networking sites which operators need to be considered. The degree of user activity can reflect the use’s love of product and the level of participation. Moreover, the user experience has been the most valued point now in all kinds of Internet products. Therefore, considering from the survival and development of product operations and product point of view, research on user activity’s driving factor is very important.For different social networking sites, user activity driving factors have different kinds. This paper studies the characteristics of DouBan. This paper have proposed for the drivers factors of sites:cultural value, product features, and user interest affect relationships through literature research, questionnaires and other methods. While we have explained the connotation of the four factors. The article also gives the user activity of two-dimensional metrics:the level of participation, contribution levels. In this paper, we have studied the driving factors for the impact of user activity, and we use the user experience for the driver of the intermediary acting on user activity impact. And we have tried to build a model of three aspects:driving factors, user activity and user experienceFor the above problem, this study takes DouBan as the research object, and349questionnaires were collected for data analysis. This paper take the perspective of empirical analysis to verify the basic idea of the study. The main conclusions are as follows:(1) Relationship between driving factors and user experience Driving factors and user experience have significantly relationship. Cultural value, product features, interest influence and customer relationship are positively correlated with the sensory experience; cultural values, interests, influences and customer relationship are positively related to emotional experience; product features, interest related, user relations are related to action experience; cultural values and customer relationship experience and thinking positively correlated; interest related to the relationship between the user and the associated experience have a positive correlation.(2) relationship between user experience and user activityUser experience and user activity have significantly relationship, the level of participation are correlated with in the sensory experience, emotional experience, action experience and the associated action; contribution levels and sensory experience, action experience, learning experience and association experience are correlated with contribution levels.(3) Relationship between driving factors and user activityThe four driving factors are positively correlated with user activity.(4) Intermediary role of the user experienceDriving factors will directly affect the user activity, but also affect user activity through the intermediary role of the user experience. In the product operations, it is necessary to proceed from the needs of users and improve the satisfaction of the user experience in order to produce really good product, and provide better guidance for the survival and development of product.