With the rapid development of e-commerce technology, cross-channel consumption has become the mainstream mode of contemporary consumers. However, there are several problems of cross-channel consumption such as inconsistency of online and offline channel information and service, disfluency of channel switching which have brought adverse effects on user experience. The question arises here as to what factors influence user experience and how to build a scientific and effective evaluation index system. Different from previous studies based on sellers, this paper used grounded theory to analyze and summarize the evaluation index system of user experience under cross-channel consumption from the perspective of consumers. We summarized and refined four first level indexes which are “online platform attribute, offline entity attribute, channel switching attribute, and individual demand” and 13 second level indexes which are “platform operation, platform information, platform service, platform promotion, product quality, service quality, environment quality, channel consistency, channel switching cost, channel switching fluency, psychological expectation, personal interests and individual needs.” Then, we used BP neural network to build the evaluation model and trained and simulated the performance of the sample. The results show that the evaluation model has a good generalization ability and can effectively evaluate user experience under cross-channel consumption. Finally, implications and limitations are also discussed. This study helps to enrich the theoretical research on user experience and consumer behavior. It also provides targeted basis for in-depth analysis of cross-channel consumption behavior, establishment of user experience evaluation index system, and improving user experience and multichannel management of physical stores.
User Experience Evaluation of Cross-Channel Consumption: Based on Grounded Theory and Neural Network
