基于用户体验的满意度评估——以B站为例

Satisfaction Evaluation Based on User Experience—A Case Study of Bilibili

摘要: 目的：本研究旨在探讨经典国外用户体验量表在中国本土环境下的适用性，以丰富用户体验领域的测量工具。通过收集哔哩哔哩(B站)大学生用户的数据，本研究旨在评估B站的用户满意度，为其优化和改进提供有效建议，确保用户需求能准确反映在APP的改进方向上，从而为B站的发展提供实际的用户意见。方法：本研究采用UMUX量表和WAMMI量表对1011名B站大学生的用户体验进行调查，并以SUS量表作为效标。首先，我们对UMUX量表进行了信效度检验；接着，对WAMMI量表的数据进行了探索性因素分析、验证性因素分析和信效度检验。我们使用经过修订的这两个量表的中文版来评估大学生对B站的用户体验情况。结论：1) 修订后的UMUX量表显示出良好的信效度。对于WAMMI量表，在删除第5题、第10题、第12题和第16题后，剩余的16个题项保持了较高的信效度。两个量表的指标符合测量学标准，表明它们在中国文化环境中具有一定的适用性。2) 总体而言，中国大学生在使用B站时的用户体验较好，且性别因素对用户体验无显著影响。然而，使用时间越长、使用频率越高的用户体验越好。

Abstract: Purpose: This study is to explore the applicability of the classical foreign user experience scale within the local context of China. This aims to enrich the measurement tools available in the field of user experience. By collecting data on college students’ usage of Bilibili (Site B), the study seeks to evaluate user satisfaction with Site B, provide actionable suggestions for its optimization and improvement, ensure that user needs are accurately reflected in the direction of the APP’s enhancements, and thereby contribute practical user feedback to the development of Site B. Methods: The UMUX scale and WAMMI scale were utilized to assess the user experience of 1011 college students on Site B, with the SUS scale serving as the criterion. Initially, we assessed the reliability and validity of the UMUX scale. Subsequently, we conducted exploratory factor analysis, confirmatory factor analysis, and validity testing on the WAMMI scale data. We employed the revised Chinese translations of these two scales to evaluate the user experience of college students on Site B. Conclusion: 1) The revised UMUX scale demonstrated good reliability and validity. Regarding the WAMMI scale, after eliminating questions 5, 10, 12, and 16, the remaining 16 items retained high reliability and validity. The indicators of the two scales fulfill the criteria for measurement, suggesting they possess a degree of applicability within the Chinese cultural context. 2) Overall, Chinese college students report a favorable user experience with Site B, and gender does not appear to significantly influence user experience. Nonetheless, increased duration and frequency of use are associated with improved user experience.