Study on User Experience of Live Streaming Sales Based on ISM and Kano Quality Model

Abstract

Abstract With the development of the Internet economy, live streaming sales have become a new marketing method, which is popular among users. This paper explores quality attributes of live streaming sales based on the experience of their users. In this study, 56 factors, including the original and abstract reasons for and the specific item of user experience of live streaming sales, were first obtained with the evaluation grid method according to the semi-structured interview of highly involved people. Then, 5 experts formed a focus group for discussion and determined 11 key factors influencing user experience as analysis factors of the ISM theoretical model. Results are obtained through the statistical analysis of the ISM theoretical model, and four major dimensions are defined, namely the first-level demand dimension, the second-level interaction dimension, the third-level good quality dimension and the fourth-level extension dimension. Finally, the relationship between attractive quality attributes in different dimensions and the Kano two-dimensional quality classification and user satisfaction is analyzed based on the Kano two-dimensional quality questionnaire. A satisfaction coefficient matrix diagram is drawn to analyze the key quality attributes. Research conclusions and suggestions are made according to the results of data analysis so as to provide reference value for subsequent improvement of related designs and help designers improve user experience.