Study On Quantitative Method Of User Experience Based On The Cognitive Psychological Gap

With the development of service economy and experience economy, the user experience is valued by more and more enterprises and scholars. How to quantify user’s experience, in a form of a more scientific, accurate and intuitive way to present the results of experience measurements, has become the research focus among today’s scholars.The current research about user experience mainly focuses on the division of measurement level. Experience is not regarded as a changing and associated affective variable. In this paper, the user experience is treated as a flow changes. The quantification methods for user experience is proposed based on the cognitive psychological gap. The results consist of two parts, the cognitive result and difference result. The cognitive result is to make overall assessment of the product details when users are using the products. The difference result is pointed as the result of psychological differences before and after using the product. The final results of the measurement consist of the cognitive results and difference results.The measurement on current E-Business’ s user experience mostly focuses on the E-Business’ s websites, which ignores the distinctiveness of E-Business service design, E-Business sites building, E-business service, trust, product and so on that are the important factor in influencing user service experience. Based on the ground theory to exact 40 measurement indexes of E-Business service design, with the method of factor analysis to build hierarchical model and hierarchy analysis to construct index weight, combined with the quantitative method based on the cognitive psychological gap, this paper establishes B2 C E-Business service design user experience measurement model, which contains trust, product, payment, service, logistics, web usability, web performance, web vision, individuation, altogether 9 aspects.In final part of this paper, by taking Jingdong Mall for example, the author uses the measure method based on congnitive psychological gap and the model of B2 C service to design a user experience measurement, then makes recommendations for the service design and the user experience of Jingdong. The author hopes that new ideas and inspiration for user experience design of domestic E-Business service can be provided in this way.