The Research On User Experience Measurement Of Online Retailer Platform(websites) Based On PLS-sem

In recent years,China's online retail industry has developed rapidly,user experience of online retail website has also drawn attentions too.In order to better improve the user experience,effective measurements and evaluation researches on user experience of online shopping website are imperative.At present,articles on user experience measurement and evaluation are almost all based on the construction of the evaluation index system,which separates the interaction between the elements of the-user experience.This thesis tries to construct a comprehensive and effective user experience measurement model to reveal the interactions between the user experience elements and the effects of the elements on the final user experience.First of all,on the basis of relevant domestic and foreign literatures,this thesis reviews the fields of user experience research,and analyzes the literatures of user experience measurement and evaluation.Based on this,the deficiencies of this field of researches have been pointed out,and therefore lead to the study of this thesis.After a thorough study of the research works of the previous literature in such field,we construct the research model of this thesis and identify the key influencing variables and establish the research hypothesis.Secondly,this thesis conduct an empirical study to test the model.Measurement scales and questionnaire were established and 294 valid data was collected after an online survey.The validity of the collected data was analyzed by SPSS.Based on PLS path modeling,the relationship between the user experience elements was studied,and the fitting degree of each model is performed to detect the adaptability of the whole model and the explanatory ability of each variable.The influence coefficient between the path and the degree of significant were also examined to test the hypothesis of this study.Finally,the results of this study show that the effect of telepresence level,connectedness and ease-of-use on the user's experience is obvious,the study also pointed out the mediating role of affect and cognition.In view of the results of' this study,some countermeasures and suggestions has been put forward for the construction of online shopping website.