Evaluation of Charm Factors of Short Video User Experience using FAHP – A Case Study of Tik Tok APP

Abstract

Abstract By reviewing literature on short video apps and interviewing experts, this study determined three major aspects of Tik Tok user experience, emotionality, interactivity and usability, and identified nine key factors to construct the hierarchical structure of analytic hierarchy process (AHP). Based on questionnaires from experts, the Analytic Hierarchy Process (AHP) was used to determine each dimension and factor weight. Considering the defects of AHP, we introduced the fuzzy theory and fuzzy analytic hierarchy process (FAHP) to solve related problems. Finally, through the FAHP software developed by MATLAB 2015a GUI, the fuzzy weight of charm factors involved in the Tik Tok user experience is concluded as follows: emotional factors account for 48.77%, interactive factors for 31.23%, and usability factors for 20.00%. This study provides certain reference for design and update of short video apps.