本文關鍵詞：IPTV用戶體驗對感知價值與顧客滿意的影響研究　出處：《華南理工大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 用戶體驗 感知價值 顧客滿意度 IPTV

【摘要】：隨著信息技術和移動互聯網的不斷發(fā)展,人們對用戶體驗經濟的關注日益顯著。在中國電視業(yè)市場,以IPTV為代表的互動多媒體服務給用戶帶來全新的體驗,開始革新人們對家庭電視的看法。面對有線電視、數字電視和新媒體手機電視、網絡視頻等多格局競爭時,提升IPTV的用戶體驗和差異化優(yōu)勢顯得尤為重要。如何提高IPTV體驗來促進顧客滿意,擴大企業(yè)市場份額,帶動企業(yè)品牌形象和價值的整體提升,已成為企業(yè)發(fā)展IPTV亟待研究的重要課題。由于用戶體驗是一種內在的情感和個人化的感受,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,本文將用戶體驗劃分為感官體驗、情感體驗、智力體驗、交互體驗和服務體驗五個維度。在文獻綜述的基礎上,本文以用戶體驗為切入點,引入感知價值為中介變量,構建了用戶體驗、感知價值與顧客滿意三者關系研究的概念模型,并根據模型提出了相應的假設。本文采取定性分析與定量分析、理論分析與實證分析相結合的研究方法,設計了一套IPTV用戶體驗測量量表并開展問卷調查。首先,利用SPSS統(tǒng)計軟件對回收數據進行描述性統(tǒng)計分析,初步知曉調查樣本的基本情況;其次,利用內部一致性系數、因子分析對量表的信度和效度進行分析,結果顯示此量表的信度與效度良好;第三,對各變量進行驗證性因子分析,結果表明研究模型的擬合程度良好;第四,開展相關分析,結果顯示各變量之間存在顯著的相關關系;最后,通過AMOS軟件進行結構方程模型檢驗和修正,并進行假設檢驗。本文通過實證研究得出IPTV用戶體驗與顧客滿意之間的影響關系,并提出相關營銷啟示和建議,有利于幫助企業(yè)認識到用戶體驗對提升IPTV產品和服務、促進顧客滿意的達成發(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.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G229.2;F274

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本文編號：1363641