Empirical Study On User Experience Value And The Spread Of Brand Internet Public Praise

Vietnam has developed rapidly in recent years,and its e-commerce has also developed rapidly.It is estimated that Vietnam s e-commerce market will reach 10 billion US dollars by 2020,and the average online consumption per person is expected to reach 350 US dollars.The Vietnamese Central Economic Management Research Institute suggests that in order to promote the rapid development of e-commerce,the state should formulate and improve the system,foundation and policy of the development of digital economy;pay attention to investing in e-commerce infrastructure construction,while providing assistance for the application of digital technology in enterprises;and strengthen the relay between national supply chain and regional supply chain,etc.For the development of e-commerce,user reputation,experience value and so on are very important,directly related to the sales of e-commerce.Therefore,do not explore the relationship between e-commerce users'word-of-mouth and experience value,so as to better help the development of e-commerce.This paper chooses the development of MINISO's top-quality products in Vietnam as a case study.Based on the existing research on word-of-mouth communication,user experience value,user experience satisfaction and related theories,and closely combines the actual situation of online shopping,the data obtained are analyzed to draw the conclusion that the impact of user experience value on consumer's willingness to spread word-of-mouth based on online shopping is studied.On this basis,the relationship between the two is analyzed,and the intermediate variables of user experience satisfaction are found,and how they affect and the extent of impact are clarified.Finally,according to the research results,the paper puts forward management suggestions for shopping websites to enhance their core competitiveness.The main content of this paper is to study the mechanism of the intermediary effect of user experience value based on user experience satisfaction on consumers'willingness to spread word-of-mouth under the online shopping environment.That is to say,user experience value does not directly affect users' willingness to spread word-of-mouth,but indirectly affects users willingness to spread word-of-mouth through the intermediary effect of user experience satisfaction.Taking the development of e-commerce in Vietnam as the background and the e-commerce brand MINISO as the object,this paper investigates and empirically studies its user experience value and brand online word-of-mouth communication intention,which has important practical significance and practical value.This paper divides the value of user experience into different dimensions by University students,and is beneficial to how to improve the communication and behavior of users'word-of-mouth for the management and benefit of electric commodity brand.