|
|
基于用户体验的瑞幸咖啡品牌营运满意度及用户忠诚度研究
|
Abstract:
目的：本研究基于瑞幸咖啡本土品牌探究中文版情绪指标结果(EMO)问卷和净推荐值(NPS)量表在中国本土的适用性，并结合实证分析消费者对瑞幸咖啡品牌的满意度和用户体验特性。方法：研究采用EMO问卷和NPS量表，并以系统可用性量表(SUS)为效标，对中文版EMO问卷和NPS量表进行信度和效度分析，并结合描述统计、多因素方差分析和卡方检验等方法，探讨了瑞幸咖啡的用户体验现状。通过线上线下渠道，分别收集了973份和673份有效问卷以完成量表检验，以及669份和425份有效问卷用于现状分析。结论：1) 修订后的中文版EMO问卷和NPS量表具有良好的信度和效度，满足测量学标准，在中国具有一定的文化适用性，可用于评估品牌产品的用户体验满意度和忠诚度。2) 用户对瑞幸咖啡品牌产品及服务的整体用户体验给予了相对积极的评价，但仍需要进一步的优化。这种正面的评价趋势存在性别和消费水平的差异：女性和高消费水平群体的评价更高。
Purpose: This study explores the applicability of the Chinese version of the Emotional Metrics Outcome (EMO) questionnaire and the Net Promoter Scale (NPS) in China based on the local brand of Luckin Coffee and analyzes the consumer satisfaction and user experience characteristics of the Luckin Coffee brand in conjunction with empirical evidence. Methods: The study employed the EMO and NPS with the System Usability Scale (SUS) as the criterion, assessed the reliability and validity of the Chinese version of the EMO and NPS scales, and explored the current situation of Luckin Coffee’s user experience by utilizing descriptive statistics, multi-factorial analysis of variance, and Chi-square test. Through online and offline sources, 973 and 673 valid questionnaires were collected to complete the scale test, as well as 669 and 425 valid questionnaires were obtained for the status quo analysis, respectively. Conclusion: 1) The revised Chinese version of the EMO and the NPS scales exhibit good reliability and validity, meet the measurement standards, possess certain cultural applicability in China, and are suitable for assessing user experience satisfaction and loyalty to brand products. 2) Consumers generally provide positive comments regarding the overall user experience of Luckin coffee brand products and services, but further optimization is still needed. There are gender and consumption level differences in this positive evaluation trend: women and higher-consumption level groups have higher evaluations.
| [1] | 冰博客(2024). 2023中国本土咖啡十大品牌. 互联网周刊, 27(6), 11. |
| [2] | 曾祥俊, 叶晓庆, 刘盾(2023). 基于细粒度观点挖掘和Kano模型的用户满意度分析研究. 计算机工程与科学, 45(4), 701-710. |
| [3] | 陈善平, 张中江, 潘秀刚, 等(2014). 大学生体育消费满意度调查. 体育研究与教育, 29(2), 11-14. |
| [4] | 丁一, 郭伏, 胡名彩(2014). 用户体验国内外研究综述. 工业工程与管理, 19(4), 92-97, 114. |
| [5] | 高建朋, 胡梦缘, 李文颖(2020). 基于“互联网+新零售”模式下咖啡产业研究——以瑞幸咖啡为例. 商讯, (20), 1-3, 10. |
| [6] | 葛列众, 许为(2020). 用户体验: 理论与实践. 中国人民大学出版社. |
| [7] | 贺阳(2024-02-27). 国内门店突破16000家瑞幸称定价策略不会变. 中国商报. |
| [8] | 李成, 徐桃(2016). 净推荐值(NPS)的数据化解读. 见 UXPA中国2016行业文集(pp. 298-302). 努比亚技术有限公司. |
| [9] | 李乔宇(2024). 瑞幸咖啡首超星巴克成中国市场“咖啡一哥”下一步如何走? 中国食品工业, (4), 38-39. |
| [10] | 李文艺, 袁嘉兴, 曾耀锐(2024). 新“4P”理论下瑞幸咖啡品牌营销策略分析. 中国商论, (6), 65-68. |
| [11] | 刘国民(2023-12-28). 中国市场咖啡热: 回顾与展望. 中国贸易报, p. 7. |
| [12] | 栾立(2019). 首个战略级新品瞄上茶饮瑞幸朝餐饮新零售综合平台发展. 中国食品, (15), 96-97. |
| [13] | 罗贝宁, 邓胜利(2005). 用户满意度理论发展与应用研究. 图书情报工作, 49(4), 23-25. |
| [14] | 尚子琦(2019). 从瑞幸咖啡与星巴克大战看网络“新零售”时代下的商业模式. 现代管理科学, 7(3), 75-77. |
| [15] | 史静琤, 莫显昆, 孙振球(2012). 量表编制中内容效度指数的应用. 中南大学学报(医学版), 37(2), 49-52. |
| [16] | 孙焕龙(2020). 浅析瑞幸咖啡的经营策略. 商场现代化, (10), 44-45. |
| [17] | 王伟, 胡施葳(2022). 瑞幸咖啡品牌商业设计研究. 创意设计源, (2), 59-66. |
| [18] | 王文佳(2021). 以情感化为基础的用户体验测量体系. 中国质量, (9), 57-60. |
| [19] | 王晓玉(2024). 收入与消费习惯对消费行为的影响. 全国流通经济, (6), 8-11. |
| [20] | 谢夏洋(2023). NPS数据在一线管理中的应用探讨. 中小企业管理与科技, (3), 111-113. |
| [21] | 许为, 葛列众(2018). 人因学发展的新取向. 心理科学进展, 26(9), 1521-1534. |
| [22] | 杨淑芳(2021). NPS视角下电影口碑传播的应用性探讨. 科技传播, 13(3), 92-94. |
| [23] | 于艳红(2003). 英汉民族思维差异及其翻译. 中国科技翻译, 16(3), 10-12. |
| [24] | 赵金蕊(2009). 基于消费者自我概念的性别差异研究. 北方经贸, (8), 63-65. |
| [25] | 庄艺明, 周丰婕(2021). 新零售背景下瑞幸咖啡顾客忠诚度影响因素研究. 物流工程与管理, 43(7), 170-174. |
| [26] | AlGhannam, B. A., Albustan, S. A., Al-Hassan, A. A., & Albustan, L. A. (2017). Towards a Standard Arabic System Usability Scale: Psychometric Evaluation Using Communication Disorder App. International Journal of Human-Computer Interaction, 34, 799-804. https://doi.org/10.1080/10447318.2017.1388099 |
| [27] | Borkowska, A., & Jach, K. (2016). Pre-Testing of Polish Translation of System Usability Scale (SUS). In Information Systems Architecture and Technology: Proceedings of 37th International Conference on Information Systems Architecture and Technology—ISAT 2016—Part I (pp. 143-153). Springer International Publishing. https://doi.org/10.1007/978-3-319-46583-8_12 |
| [28] | Borsci, S., Federici, S., & Lauriola, M. (2009). On the Dimensionality of the System Usability Scale: A Test of Alternative Measurement Models. Cognitive Processing, 10, 193-197. https://doi.org/10.1007/s10339-009-0268-9 |
| [29] | Brooke, J. (1996). SUS—A “Quick and Dirty” Usability Scale. In P. W. Jordan, B. Thomas, B. A. Weerdmeester, & I. L. McClelland (Eds.), Usability Evaluation in Industry (pp. 189-194). Taylor & Francis. |
| [30] | Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18, 382-388. https://doi.org/10.1177/002224378101800313 |
| [31] | Hornbæk, K. (2006). Current Practice in Measuring Usability: Challenges to Usability Studies and Research. International Journal of Human-Computer Studies, 64, 79-102. https://doi.org/10.1016/j.ijhcs.2005.06.002 |
| [32] | ISO 9241-210 (2010). Ergonomics of Human System Interaction-Part 210: Human-Centred Design for Interactive Systems. International Standardization Organization (ISO). |
| [33] | Lewis, J. R. (2018). The System Usability Scale: Past, Present, and Future. International Journal of Human-Computer Interaction, 34, 577-590. https://doi.org/10.1080/10447318.2018.1455307 |
| [34] | Lewis, J. R., & Mayes, D. K. (2014). Development and Psychometric Evaluation of the Emotional Metric Outcomes (EMO) Questionnaire. International Journal of Human-Computer Interaction, 30, 685-702. https://doi.org/10.1080/10447318.2014.930312 |
| [35] | Lewis, J. R., Brown, J., & Mayes, D. K. (2015). Psychometric Evaluation of the EMO and the SUS in the Context of a Large-Sample Unmoderated Usability Study. International Journal of Human-Computer Interaction, 31, 545-553. https://doi.org/10.1080/10447318.2015.1064665 |
| [36] | Li, X., & Ko, D. (2023). Financial Fraud of Listed Companies: The Case of the Luckin Coffee Incident. Academic Journal of Business & Management, 5, 47-52. |
| [37] | Mahlke, S. (2002). Factors Influencing the Experience of Website Usage. In CHI’02 Extended Abstracts on Human Factors in Computing Systems (pp. 846-847). ACM Press. https://doi.org/10.1145/506443.506628 |
| [38] | Mahlke, S. (2006). Studying Affect and Emotions as Important Parts of the User Experience. In Workshop on the Role of Emotion in Human-Computer Interaction, HCI Conference (Vol. 29, pp. 2001-2002). Emotion in HCI. |
| [39] | Norman, D., Miller, J., & Henderson, A. (1995). What You See, Some of What’s in the Future, and How We Go about Doing It: HI at Apple Computer. In Conference Companion on Human Factors in Computing Systems-CHI’95 (p. 155). ACM Press. https://doi.org/10.1145/223355.223477 |
| [40] | Reichheld, F. F. (2003). The One Number You Need to Grow. Harvard Business Review, 81, 46-54, 124. https://pubmed.ncbi.nlm.nih.gov/14712543 |
| [41] | Reichheld, F. F., & Markey, R. (2011). The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World. Harvard Business Press. |
| [42] | Roto, V. (2006). User Experience Building Blocks. In The 2nd COST294-MAUSE Workshop on User Experience—Towards a Unified View in Conjunction with NordiCHI’06 Conference (pp. 1-5). Computer Science. https://api.semanticscholar.org/CorpusID:8461133 |
| [43] | Sauro, J. (2010). Does Better Usability Increase Customer Loyalty? Measuring U. https://www.measuringu.com/usability-loyalty |
| [44] | Sauro, J. (2012). Predicting Net Promoter Scores from System Usability Scale Scores. Measuring U. https://www.measuringu.com/blog/nps-sus |
| [45] | Sauro, J., & Lewis, J. R. (2009). Correlations among Prototypical Usability Metrics: Evidence for the Construct of Usability. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 1609-1618). ACM Press. https://doi.org/10.1145/1518701.1518947 |
| [46] | Sauro, J., & Lewis, J. R. (2012). Quantifying the User Experience: Practical Statistics for User Research. Morgan Kaufmann Publishers Inc. |
| [47] | Wang, Y., Lei, T., & Liu, X. (2020). Chinese System Usability Scale: Translation, Revision, Psychological Measurement. International Journal of Human-Computer Interaction, 36, 953-963. https://doi.org/10.1080/10447318.2019.1700644 |
