IPTV用户体验对感知价值与顾客满意的影响研究

发布时间：2018-01-01 08:10

本文关键词：IPTV用户体验对感知价值与顾客满意的影响研究　出处：《华南理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着信息技术和移动互联网的不断发展,人们对用户体验经济的关注日益显著。在中国电视业市场,以IPTV为代表的互动多媒体服务给用户带来全新的体验,开始革新人们对家庭电视的看法。面对有线电视、数字电视和新媒体手机电视、网络视频等多格局竞争时,提升IPTV的用户体验和差异化优势显得尤为重要。如何提高IPTV体验来促进顾客满意,扩大企业市场份额,带动企业品牌形象和价值的整体提升,已成为企业发展IPTV亟待研究的重要课题。由于用户体验是一种内在的情感和个人化的感受,它的许多因素不容易量化和具体化。借鉴前人理论模型和IPTV行业特点,本文将用户体验划分为感官体验、情感体验、智力体验、交互体验和服务体验五个维度。在文献综述的基础上,本文以用户体验为切入点,引入感知价值为中介变量,构建了用户体验、感知价值与顾客满意三者关系研究的概念模型,并根据模型提出了相应的假设。本文采取定性分析与定量分析、理论分析与实证分析相结合的研究方法,设计了一套IPTV用户体验测量量表并开展问卷调查。首先,利用SPSS统计软件对回收数据进行描述性统计分析,初步知晓调查样本的基本情况;其次,利用内部一致性系数、因子分析对量表的信度和效度进行分析,结果显示此量表的信度与效度良好;第三,对各变量进行验证性因子分析,结果表明研究模型的拟合程度良好;第四,开展相关分析,结果显示各变量之间存在显著的相关关系;最后,通过AMOS软件进行结构方程模型检验和修正,并进行假设检验。本文通过实证研究得出IPTV用户体验与顾客满意之间的影响关系,并提出相关营销启示和建议,有利于帮助企业认识到用户体验对提升IPTV产品和服务、促进顾客满意的达成发挥着重要作用。
[Abstract]:With the development of information technology and mobile Internet, people pay more and more attention to the economy of user experience. Interactive multimedia services, represented by IPTV, bring users a new experience, and begin to revolutionize people's view of home TV. In the face of cable television, digital television and new media mobile TV. How to improve the IPTV experience to promote customer satisfaction and expand the market share of the enterprise is particularly important to enhance the user experience and differentiation advantage of IPTV when the network video and other multi-pattern competition. Driving the overall promotion of corporate brand image and value has become an important issue in the development of IPTV, because the user experience is an internal emotion and personal feeling. Many of its factors are not easy to quantify and materialize. Based on previous theoretical models and the characteristics of IPTV industry, this paper divides user experience into sensory experience, emotional experience and intellectual experience. On the basis of literature review, this paper takes user experience as the breakthrough point and introduces perceived value as intermediary variable to construct user experience. The conceptual model of the relationship between perceived value and customer satisfaction, and the corresponding assumptions are put forward. This paper adopts qualitative and quantitative analysis, theoretical analysis and empirical analysis of the research method. This paper designs a set of IPTV user experience measurement scale and carries out a questionnaire. Firstly, using SPSS statistical software to carry out descriptive statistical analysis of the recovered data, preliminary know the basic situation of the survey sample; Secondly, the reliability and validity of the scale were analyzed by internal consistency coefficient and factor analysis, and the results showed that the reliability and validity of the scale were good. Thirdly, the confirmatory factor analysis of each variable is carried out, and the results show that the fitting degree of the model is good. 4th, carried out correlation analysis, the results show that there is a significant correlation between the variables; Finally, the structural equation model is checked and modified by AMOS software, and the hypothesis test is carried out. Through empirical research, the influence relationship between IPTV user experience and customer satisfaction is obtained. It is helpful for enterprises to realize that user experience plays an important role in promoting IPTV products and services and promoting customer satisfaction.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2;F274

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