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Publication
The impact of user experience on masstige value
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.32 MB | Adobe PDF |
Authors
Abstract(s)
A presente investigação tem como objetivo explorar e compreender o impacto de User Experience (Experiência do Consumidor) no valor Masstige de uma marca. Foi desenvolvido um modelo concetual de modo a prosseguir com a investigação. Este modelo integra o Standardized User Experience Percentile Questionnaire e a escala Masstige para medir a relação entre User Experience e Masstige.
O estudo empregou uma abordagem quantitativa, através de um questionário online. Foram obtidas 132 respostas, as quais foram analisadas utilizando o software SPSS, que incluiu análises exploratórias fatoriais e testes de fiabilidade.
Os resultados indicam uma correlação positiva entre a experiência do consumidor (User Experience) e o valor Masstige de uma marca. Especificamente, o Conhecimento de Marca e Prestígio, e a Qualidade Percecionada, são os conceitos que mais beneficiam de uma Experiência de Consumidor positiva. No entanto, o conceito de Entusiasmo e Estatuto não apresenta uma significativa correlação positiva.
Sendo o primeiro estudo que procura responder à lacuna que existe entre User Experience e Masstige, esta investigação apresenta conclusões importantes e salienta a necessidade de mais estudos em torno desta correlação. Estas conclusões enaltecem, ainda, implicações práticas, tanto para os estrategas de marca, como para os programadores de User Experience, com a criação de valor Masstige subjacente como objetivo.
This research aims to explore and understand the impact of User Experience on the Masstige value of a brand. A conceptual model was developed to investigate the research question. This model integrates the Standardized User Experience Percentile Questionnaire and the Masstige Scale to measure the relationship between User Experience and Masstige. The study employed a quantitative approach, using an online questionnaire to collect data. A total of 132 responses were analyzed using SPSS, which included exploratory factor analyses and reliability tests. Pearson correlation analyses were then performed to examine the relationships between the variables. The results indicate a positive correlation between a good User Experience and a brand’s Masstige value. Specifically, Brand Knowledge and Prestige, along with Perceived Quality, are the constructs that benefit most from a positive User Experience. However, the construct of Excitement and Status does not show a significant positive correlation. As one of the first efforts to bridge the gap between User Experience and Masstige, this study provides valuable insights and highlights the need for further research. These findings offer practical implications for both brand strategists and User Experience developers aiming to enhance a brand’s Masstige value.
This research aims to explore and understand the impact of User Experience on the Masstige value of a brand. A conceptual model was developed to investigate the research question. This model integrates the Standardized User Experience Percentile Questionnaire and the Masstige Scale to measure the relationship between User Experience and Masstige. The study employed a quantitative approach, using an online questionnaire to collect data. A total of 132 responses were analyzed using SPSS, which included exploratory factor analyses and reliability tests. Pearson correlation analyses were then performed to examine the relationships between the variables. The results indicate a positive correlation between a good User Experience and a brand’s Masstige value. Specifically, Brand Knowledge and Prestige, along with Perceived Quality, are the constructs that benefit most from a positive User Experience. However, the construct of Excitement and Status does not show a significant positive correlation. As one of the first efforts to bridge the gap between User Experience and Masstige, this study provides valuable insights and highlights the need for further research. These findings offer practical implications for both brand strategists and User Experience developers aiming to enhance a brand’s Masstige value.
Description
Keywords
Masstige User experience Luxury Online shopping E-commerce Marketing Masstige