本文關(guān)鍵詞：IPTV用戶體驗(yàn)對(duì)感知價(jià)值與顧客滿意的影響研究　出處：《華南理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著信息技術(shù)和移動(dòng)互聯(lián)網(wǎng)的不斷發(fā)展,人們對(duì)用戶體驗(yàn)經(jīng)濟(jì)的關(guān)注日益顯著。在中國電視業(yè)市場,以IPTV為代表的互動(dòng)多媒體服務(wù)給用戶帶來全新的體驗(yàn),開始革新人們對(duì)家庭電視的看法。面對(duì)有線電視、數(shù)字電視和新媒體手機(jī)電視、網(wǎng)絡(luò)視頻等多格局競爭時(shí),提升IPTV的用戶體驗(yàn)和差異化優(yōu)勢(shì)顯得尤為重要。如何提高IPTV體驗(yàn)來促進(jìn)顧客滿意,擴(kuò)大企業(yè)市場份額,帶動(dòng)企業(yè)品牌形象和價(jià)值的整體提升,已成為企業(yè)發(fā)展IPTV亟待研究的重要課題。由于用戶體驗(yàn)是一種內(nèi)在的情感和個(gè)人化的感受,它的許多因素不容易量化和具體化。借鑒前人理論模型和IPTV行業(yè)特點(diǎn),本文將用戶體驗(yàn)劃分為感官體驗(yàn)、情感體驗(yàn)、智力體驗(yàn)、交互體驗(yàn)和服務(wù)體驗(yàn)五個(gè)維度。在文獻(xiàn)綜述的基礎(chǔ)上,本文以用戶體驗(yàn)為切入點(diǎn),引入感知價(jià)值為中介變量,構(gòu)建了用戶體驗(yàn)、感知價(jià)值與顧客滿意三者關(guān)系研究的概念模型,并根據(jù)模型提出了相應(yīng)的假設(shè)。本文采取定性分析與定量分析、理論分析與實(shí)證分析相結(jié)合的研究方法,設(shè)計(jì)了一套IPTV用戶體驗(yàn)測量量表并開展問卷調(diào)查。首先,利用SPSS統(tǒng)計(jì)軟件對(duì)回收數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析,初步知曉調(diào)查樣本的基本情況;其次,利用內(nèi)部一致性系數(shù)、因子分析對(duì)量表的信度和效度進(jìn)行分析,結(jié)果顯示此量表的信度與效度良好;第三,對(duì)各變量進(jìn)行驗(yàn)證性因子分析,結(jié)果表明研究模型的擬合程度良好;第四,開展相關(guān)分析,結(jié)果顯示各變量之間存在顯著的相關(guān)關(guān)系;最后,通過AMOS軟件進(jìn)行結(jié)構(gòu)方程模型檢驗(yàn)和修正,并進(jìn)行假設(shè)檢驗(yàn)。本文通過實(shí)證研究得出IPTV用戶體驗(yàn)與顧客滿意之間的影響關(guān)系,并提出相關(guān)營銷啟示和建議,有利于幫助企業(yè)認(rèn)識(shí)到用戶體驗(yàn)對(duì)提升IPTV產(chǎn)品和服務(wù)、促進(jìn)顧客滿意的達(dá)成發(fā)揮著重要作用。
[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.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G229.2;F274

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本文編號(hào)：1363641