Study On User Experience Measurement Based On Structural Equation Model

With the development of experience economy,more and more enterprises and scholars attach importance to the user experience(UX)researches.Qualitative and quantitative researches of UX towards products and services are widely used.One of the current research hotspot is finding comprehensive and effective UX indexes and calculating the UX scores with these indexes.Effective user experience assessment is important for iterative design.In the comprehensive analysis of the existing literature on UX measure methods,it was found that the measurement models could not widely reflect user reviews,rely too much on expert opinions and the index weight calculation was not accurate enough.This paper introduced the structural equation model(including confirmatory factor analysis and high-order factor analysis)into the process of UX measurement model establishment,to verify and correct the structure of index system,calculate the first-order and second-order weights of indexes,and finally establish a UX measurement model based on accurate and extensive user reviews.The improved UX measurement model will provide comprehensive evaluation from two aspects: user experience score and urgency to be optimized.This paper selected travel booking mobile applications as the application research object of the UX measurement method.First,using grounded theory to organize and analyze 6314 pieces of user reviews from the application stores collected by the web crawler,with 30 UX indexes summarized;Second,collecting 303 pieces of importance scores on UX indexes through electronic questionnaire,exploring the relationship between indexes and factors with exploratory factor analysis,and establishing the primary UX index system;Third,correcting the structure of the index system by confirmatory factor analysis and high order correction factor analysis.9 first-order factors and 6 second-order factors(including vision,function,price,trust,performance and others)were found,as well as the first-order and second-order weights of indexes.Through above process,the UX measurement model of travel booking mobile applications was built up and then visualized by the network analysis methods.Finally,the UX measurement model of travel booking mobile applications was used to evaluate the UX of the Fliggy applicaion.503 pieces of experience scores on 30 indexes of Fliggy were collected through electronic questionnaire and then calculated by the measurement model,with UX problems of indexes and factors finding out.The optimization urgencies of indexes and factors were also calculated by the quotient of scores and weights.Specific suggestions to optimize the UX of Fliggy were put forward based on the UX scores and optimization urgencies.