Research On Effect Of User Experience On Participate Willingness Of Multiscreening

With the progress of mobile Internet technology,people are surrounded by various media every day,making the " Multi-screen" media behavior appear and increasingly become a part of people's life.Past study of " Multi-screen " at home and abroad mostly focus on the user's choice of the first screen,advertising effect,the influence of the behavior,etc.,there is no research to the audience's personal past experience as a Multi-screen behavior intention influencing factors were studied.With the wide application of Multi-screen in TV programs and marketing activities,it is faced with the challenge of maintaining attractiveness.At present,with the continuous improvement of the audience's status,the audience's experience and evaluation of media use have become an important factor influencing their participation in Multi-screen.Therefore,it is of certain practical significance to explore the willingness of users to participate in Multi-screen from the perspective of user experience.Combined with the feature of Multi-screen,this article use the user experience and expectation confirmation theory as the theoretical basis of this study.first of all,review literature about Multi-screen,user experience,satisfaction and participate,combined with the actual situation of Multi-screen's development in China,the user experience is divided into four dimensions: emotional experience,functional experience,technical experience and social experience.Secondly,this paper reference expectation confirmation theory,will the user experience of four different dimensions as independent variables,introduction of satisfaction as the intervening variable,the user experience this factor influence on Multi-screen's participate,as well as the impact on the path.Then,this article refer to research both at home and abroad,according to the maturity scale designed in this paper,questionnaire investigation,the data collection,data to make use of spss20 correlation analysis,regression analysis,the mediation effect test,verify the proposed hypothesis,and the relevant conclusions and Suggestions.Through the research of this paper,it is found that the emotional experience,functional experienceand social experience in Multi-screen have positive influence on the Multi-screen participation intention of users.Emotional experience,functional experience and social experience have a direct impact on user satisfaction;It also verified that satisfaction plays an intermediary role in the relationship between emotional experience,functional experienceand social experience.According to the research results of this paper,Suggestions for development are put forward from the perspective of marketing and media convergence.Finally,according to the data analysis results,this paper focus on the user experience emotional experience,functional experience,social experience and technical experience,combined with Multi-screen's present situation in marketing and media mergence,somesuggestions were put forward.