基于用户体验的抖音乡村美食短视频测评
Evaluation of Short Videos of TikTok’s Rural Cuisine Based on User Experience

目的：基于抖音乡村美食短视频探究中文版UMUX和HQ两个量表在中国本土的适用性，并分析中国大学生使用抖音乡村美食短视频可用性与享受性的用户体验特点。方法：采用UMUX量表和HQ量表，以SUS量表为效标，收集本科生有效问卷876份和563份，对中文版UMUX量表和HQ量表进行相关信效度检验，并通过描述性统计和多因素方差分析获得被试对乡村美食短视频的用户体验评价。结论：(1) 修订后的中文版UMUX量表和HQ量表展现出良好的信度和效度，满足测量学标准，可用于中国地区评估用户体验的可用性与享受性。(2) 中国大学生观看抖音乡村美食短视频拥有良好的用户体验。使用频率与平均时长是助推积极体验的重要因素。性别差异表现为：男生的可用性体验优于女生，城镇女生的享受性体验胜过城镇男生，城镇男生又低于农村男生。
Purpose: This study examines the suitability of the Chinese UMUX and HQ scales within the context of TikTok’s Rural Cuisine Short Videos. It analyzes the user experience traits of Chinese college students as they engage with these videos, focusing on their usability and enjoyment. Methods: To assess the reliability and validity of the Chinese versions of the UMUX and HQ scales, 876 and 563 valid questionnaires were distributed and completed by undergraduate students respectively. These two questionnaires were evaluated using the SUS scale as a criterion. Subsequently, descriptive statistics and multivariate analysis of variance were employed to gauge the user experience associated with rural cuisine short videos. Conclusion: (1) The revised Chinese versions of the UMUX and HQ scales demonstrate good reliability and validity, conforming to the standards for psychometrics. They are well-suited for assessing the usability and enjoyment of user experiences in the Chinese context. (2) Chinese college students report a favorable user experience when watching short videos of rural cuisine on TikTok. Two key factors that contribute to these positive experiences are the frequency of use and the average length of use. Regarding gender differences in user experience, findings indicate that male students generally exhibit better usability experiences. Additionally, when comparing the enjoyment experience, urban girls have a better enjoyment experience than urban male counterparts, while rural boys report a higher level of enjoyment than urban boys.