网络视频平台用户体验提升策略研究  

Research on User Experience Improvement Strategy of Online Video Platform

作　　者：卢日锋 

机构地区：[1]广东财经大学工商管理学院,广东 广州

出　　处：《现代管理》2025年第2期106-113,共8页Modern Management

摘　　要：如今,人们生活娱乐方式日益数字化,用户体验已成为影响网络视频平台能否持续良好发展的关键因素。网络视频平台若想取得市场领先地位,就必须重视用户体验需求,提升用户粘性与活跃度是其未来发展重点。本研究通过对调查数据进行信度分析、效度分析、相关和回归分析等方法,构建了以内容丰富度、功能流畅度、交互愉悦度和设计满意度四个维度的网络视频平台用户体验模型。研究表明,各维度对用户体验有显著正向影响。因此,在网络视频平台产品设计时,要充分考量这四个维度的体验需求,通过提升内容丰富度、功能流畅度、交互愉悦度和设计满意度四个方面的用户体验,以满足用户的需求,提升用户的体验感,增强用户粘性,从而提升网络视频平台的商业价值和行业竞争力。Nowadays, people’s lifestyle and entertainment are increasingly digital, and user experience has become a key factor affecting the sustainable development of online video platform. If the online video platform wants to achieve a leading position in the market, it must pay attention to the needs of user experience, and improving user stickiness and activity is its future development focus. Through the reliability analysis, validity analysis, correlation and regression analysis of the survey data, this study constructed a user experience model of online video platform from four dimensions: content richness, functional fluency, interactive pleasure and design satisfaction. Research shows that each dimension has a significant positive impact on user experience. Therefore, in the product design of online video platform, we should fully consider the user experience needs of these four dimensions, and improve the user experience in four aspects: content richness, functional fluency, interactive pleasure and design satisfaction, so as to meet the needs of users, improve the user experience, enhance user stickiness, and promote the comm

关 键 词：用户体验 网络视频平台 用户体验模型 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]