网络平台的用户体验评价：以小红书APP为例

User Experience Evaluation of Network Platform: Taking the Little Red Book APP as an Example

摘要: 目的：基于小红书APP探究中文版SUPR-Q和UMUX两个量表在中国本土的适用性以及中国大学生使用小红书APP的用户体验特点。方法：在全国范围首先选取911名大学生被试，采用探索性因子分析与验证性因子分析检验SUPR-Q量表因子维度结构，并对SUPR-Q量表和UMUX量表进行相关信效度检验。然后再筛选902名有效被试分析对小红书APP的用户体验评价。结论：1) 经过修订的中文版SUPQ-Q量表和UMUX量表符合测量学标准，具有合理的结构，表现出在中国本土文化背景下较好的适用性。2) 中国大学生群体对小红书APP的使用体验整体呈积极态势，特别是那些长期且频繁登录小红书的用户。这一趋势中存在性别差异：男生在使用时间长、频率高时，评价更偏正面，且中低使用频率的男生，使用时间增长将提升其积极评价：女生整体评价低于男生，但在使用频率低或时间短的情况下，也可能给出好评。

Abstract: Purpose: Based on the Little Red Book APP, this paper explores the applicability of the Chinese version of SUPR-Q and UMUX scales in China and the user experience characteristics of Chinese college students using the Little Red Book APP. Methods: Firstly, 911 college students were recruited nationwide. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used to test the factor dimension structure of the SUPR-Q scale, and the reliability and validity of the SUPR-Q scale and UMUX scale were tested. Then, 902 valid participants were selected to analyze the user experience evaluation of the Little Red Book APP. Conclusion: 1) The revised Chinese SUPQ-Q scale and UMUX scale meet the criteria of psychometrics, have a reasonable structure, and show good applicability in the Chinese local cultural background. 2) The overall experience of Chinese college students on the Little Red Book APP shows a positive trend, especially those who log in to this APP platform frequently for a long time. There is a gender difference in this trend: Male students are more positive when they use for a long time and have a high frequency of use, and for male students with medium to low frequency of use, the increase of use time will increase their positive evaluation. Females rated it lower overall than males but were also likely to give positive reviews when using it less frequently or for a short time.