Research On The Influence Mechanism Of Experience Quality On User Satisfaction And User Engagement

As the marketing paradigm shifts from goods-dominant logic to service-dominant logic and user-dominant logic,value co-creation goes deep into practice and brands nowadays pay more and more attention to the important role of experience quality in the user journey.Although brands are actively increasing investment in user experience,research shows that many enterprises still have an incomplete and inaccurate understanding of user experience as well as the methods to improve its quality when formulating user experience strategies.With the increasingly fierce competition in the international smart phone market,mobile phone operating system is facing new opportunities and challenges.At the same time,China’s key digital industry is suffering a double blow from hardware and software,so the HarmonyOS was released.As mobile operating system focuses on subjective experience,traditional productbased and service-based object quality analysis methods can not be applied to this kind of products.Therefore,this study combines product quality and service quality,and unify them into experience quality from the perspective of user experience,providing a transformative research and application perspective for the academia and industry.Taking the operating system as an example,this paper studies the influence mechanism of the experience quality on user satisfaction and user engagement.Firstly,based on the qualitative research of grounded theory with second-hand information and the results of expert interviews and focus group interviews,the characteristics of intelligent terminal operating system experience quality are identified,and then the influencing factor model of user satisfaction and user engagement based on intelligent terminal operating system experience quality is proposed.Secondly,the characteristics of mobile operating system experience quality were extracted,and the action path model of experience quality on user satisfaction and user engagement was constructed,and reasonable assumptions were proposed,then the SmartPLS was applied to analyze the structural equation model.Finally,the IPA method based on ordered logit model was used to analyze the characteristics of experience quality of HarmonyOS and AndroidOS,and the improvement strategies are proposed.The results show that experience quality has a significant positive impact on perceived value and user satisfaction,perceived value has a significant positive impact on user satisfaction.and user satisfaction has a significant positive impact on user engagement,among which rational user engagement has a significant positive impact on emotional user engagement.In general,this is consistent with the hypothesis.However,the moderating effect of mobile operating system type is not significant in this model,indicating that the differences between HarmonyOS and AndroidOS have no difference in the process from user experience quality to user engagement formation.That is,HarmonyOS and AndroidOS have the same performance in improving user satisfaction and promoting user engagement through experience quality.In addition,although the overall user satisfaction of AndroidOS and HarmonyOS is similar,their experience quality characteristics have similarities and differences.HarmonyOS is different from traditional mobile operating systems in that it has not only technical experience quality.interactive experience quality and service experience quality,but also collaborative experience quality and ecological experience quality.This is because HarmonyOS makes the IoT as the core,breaking through the limitations of mobile operating system only applicable to a single device,expand the scope of user experience.The research significance of this paper is not only embodied in the theoretical value,but also in the practical potential.In terms of theoretical significance,this study unified product quality and service quality into experience quality in the service dominant logic paradigm,and understood and explored how experience quality and perceived value affect user satisfaction and engagement respectively from the perspective of the source and purpose of user engagement.In this paper,user engagement is further divided into rational engagement and emotional engagement,perceived value into utilitarian value and hedonic value,and experience quality is divided into multiple dimensions.Through empirical research in the mobile operating system environment,experience quality is extended to experiential products,expanding existing literature.In terms of practical significance,this paper provides a reference for decision making to build an excellent user experience brand.Taking HarmonyOS and AndroidOS as examples,the formation mechanism of user satisfaction and user engagement is explored.which provides a reference for the development of experience quality for the experience products represented by the operating system,facilitating the new brand to gain a stable market share more quickly.Finally,this paper analyzes the characteristics of experience quality of AndroidOS and HarmonyOS.and put forward the corresponding experience quality optimization strategy.