摘要
体验是特定情境下消费者在与商品、场景、计算机、企业人员或其他消费者互动的过程中形成的独特情感,体验质量是企业衡量体验效果的重要依据。从现有的大量文献来看,不同学科、不同行业、不同情境下体验质量测量的方法存在差异,难以区分;服务质量测量和体验质量测量界定不清,存在混用。体验质量即消费者对互动过程中形成的独特情感的主观评价,体验质量的测量体现为对短期情绪、长期情感的直接测量和间接测量。消费体验又是一个动态过程,应该进行整体体验质量测量,包括体验中的体验质量测量、体验后的体验质量测量和长期体验质量测量。体验质量测量的主要方法包括自我报告法、观察法和心理生理测量法。并没有一种十全十美的工具方法适用于所有的情境,在不同的情境下应该采用多样化、差异化的体验质量测量方法,将定性测量和定量测量方法相结合,将客观标准和主观评价相结合,以保证测量结果的信度和效度。本文旨在厘清不同情境下的体验质量测量方法,讨论不同体验质量测量方法间的联系和区别,以期为企业体验效果的衡量提供方法借鉴,为消费体验研究的学者提供新的思路和方向。
Experience is consumers’ unique emotion formed during the interaction with products,scenes,computers,corporate employees or other consumers in a specific context.Experience quality is an important basis for enterprises to measure the effect of experience and also an important standard for consumers to judge the quality of experience.Experience quality will be affected by product quality and service quality,but it goes beyond the general cognitive level.Experience quality refers to the subjective evaluation of consumers’unique emotions formed in the process of interaction.Experience quality measurement is the direct measurement and indirect measurement of emotions and affect.Consumer experience is a dynamic process that should measure the holistic experience quality,including quality measurement during experience,quality measurement after experience and long-term experience quality measurement.Different measurement methods should be used at different times.The main measurement methods include self-report,observation and psychophysiological methods.Self-report method is the most common and widely used method in experience quality measurement,and applicable to all situations,and its concrete methods include questionnaire survey,oral report method,and interview.Self-report method helps to grasp the influencing factors and changing processes of consumers’emotions and affect,but it is a subjective evaluation of consumers,so the measurement results tend to be biased.Observation method is to collect customer reaction data by visual observation,including customers’expression,voice,behavior,and so on,which is suitable for quality measurement during experience and after experience.Methods such as face recognition and speech recognition have strict measurement standards,which are objective measurement of experience.Video analysis and body analysis methods require observers to identify and judge the behavior.The results are influenced by subjective factors such as observer experience and intuition.Therefore,observation method is between objective measurement and subjective measurement.Psychophysiological method mainly uses instruments and equipments to detect muscle,pupil,heart,and skin reactions of the subjects.This method uses objective criteria to directly measure the emotions and affect of consumers,so it is scientific and standardized.The data obtained in this way will not be affected by subjective factors,so the reliability and validity of experience quality measurement can be ensured.However,because psychophysiological method is instant,it is only suitable for quality measurement during experience,such as skin electricity,myoelectric,ECG,and EEG techniques.There is no perfect method for all purposes and situations.In the specific context,we should adopt differentiated methods of experience quality measurement.Qualitative measurement and quantitative measurement,objective criteria and subjective evaluation,direct measurement and indirect measurement,long-term measurement and shortterm measurement should be combined to ensure the reliability and validity of the measurement results.This article aims to clarify experience quality measurement methods in different contexts,and discuss the connections and differences between different experience quality measurement methods,in order to provide a method for corporate experience measurement,and propose future directions for further consumer experience research.
作者
王新新
李震
Wang Xinxin;Li Zhen(College of Business,Shanghai University of Finance and Economics,Shanghai 200433,China)
出处
《外国经济与管理》
CSSCI
北大核心
2019年第1期127-140,共14页
Foreign Economics & Management
基金
教育部人文社会科学研究规划基金项目(16YJA630055)
上海财经大学研究生创新基金项目(CXJJ-2016-345)
关键词
消费者
体验
体验质量
测量
consumer
experience
experience quality
measurement
