Empirical Research On The Impact Of Micro Video Application Brand Experience On Users' Usage Intention

With the advent of the Internet era,the rapid spread of science and technology continue to bring people to new surprises.4G communications began to be widely used In 2015,as a short video that can provide both sound and picture information and fill up user's fragmentation time,it quickly attracted a large number of users.So far,mobile micro video has become the next tuyere for major Internet companies to compete in 2017.However,the development of any Internet product is inseparable from users.How to attract new users,retain old users,and how to provide users with a better experience have become a problem that all Internet products must face,even if micro video APP that is currently highly regarded by users.Brand experience is an organic combination of experience economy and brand building.As a user perception and learning of a brand,brand experience is one of the important strategies for the brand to establish an image in the minds of users,increase user familiarity with the brand,and enhance brand attitude..According to user behavior theory,attitude is an important factor affecting users ' willingness to act.In this context,the study starts with the brand experience of micro video APP and uses brand attitude as an intermediary to study users' willingness to use.This research first reviewed the relevant literature on brand experience,brand attitude and willingness to use at home and abroad.The relevant theories,dimension division,measurement method and mutual influence between the three are expounded.Drawing on the current academic research on brand related theories,this study divided the brand experience into five dimensions: cognitive experience,product experience,communication experience,emotional experience and social experience.The brand attitude was divided into cognitive brand attitudes and The two dimensions of emotional brand attitude,the user's willingness to use as the outcome variable of the brand attitude,and thus put forward research hypotheses.Use SPSS analysis software to conduct empirical research,specifically clarifying the interactions among variables in the model.The main results of this study are: 1.The micro video APP brand experience has a positive influence on brand attitude and willingness to use.Among them,cognitive experience,product experience,communication experience and emotional experience have a positive influence on the user's intention to use,and social experience has no positive influence on the user's intention to use;2.The user's brand attitude towards micro video APP The use of will has a positive effect.Affective brand attitude plays a more important role than brand attitude in the influence of brand attitude on the use intention;3.The user's attitude towards micro video APP brand plays an intermediary role in the influence of brand experience on the use intention.In the brand experience of product experience,emotional experience,cognitive experience and communication experience on the use of willingness,brand attitudes have played an intermediary role.In the influence of social experience on use intention,the brand attitude does not have mediating effect.Finally,based on the above research results,it proposes to enhance the user's social experience and emotional experience for the brand construction of APP operators in the micro video industry,adjust brand communication strategies,and actively influence the brand attitude of users.