De invloed van merkervaring op user experience: eerst indruk vs gebruik

Klomp, Arnaud (2011) De invloed van merkervaring op user experience: eerst indruk vs gebruik.

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Abstract:As a researcher I’m interested in the factors that contribute to a positive user experience (UX) with interactive products. Brand experience influences the UX. De Angeli, Hartmann and Sutcliffe (2009) report that brand attitude, which is part of the brand experience, is an important factor that influences the evaluation of a website. Brand attitude does not only influence hedonic quality aspects (creativity and novelty of the design and pleasure with interaction), but also pragmatic quality aspects (usability). But the reason why brand experience has an influence on the UX is unknown. There are a couple of possible explanations why brand experience has an effect on the UX. One possible explanation is that users oversee flaws of a product when they have a positive attitude towards the brand of the website. Another explanation is that a brand can influence the meaning that a user relates to the website. A brand can be used as a heuristic to evaluate a website. This study builds forth on the research of De Angeli et al. and assesses whether the influence of brand experience on UX is present before and after the use of a website. In the ‘first impression condition’ a respondent has five seconds to evaluate a website, followed by a questionnaire. In the ‘use condition’ respondents get two tasks that they can accomplish at the assigned website, followed by a questionnaire. The results of this study indicate that brand experience has a significant effect on the UX aspects (identification, stimulation, pragmatic quality and attractiveness of a website). This indicates that users use their experience with a brand as a heuristic during the evaluation of a website of that brand. Brand attitude often has no direct significant effect on the UX aspects in the first impression condition. However, purchase intention explains the variance in the UX aspect scores better in the first impression condition, than brand attitude. Why this is the case is unknown. A possible explanation is that users are also guided by norms of relevant people in the first impression phase. However, purchase intention doesn’t have an effect on the UX aspects after use of a website. This study also indicates that brand attitude has more influence on the perceived identification after use of a website, than purchase intention before use of a website. This implies that after the use of the website the brand experience of the user can influence the associations he or she has with the website. However, brand experience doesn’t always have a significant effect on all UX aspects. Brand experience has no effect on the experienced stimulation related to a website. Furthermore, brand experience doesn’t always have a significant effect on the UX aspects when looking at individual websites.
Item Type:Essay (Master)
Clients:
Waterschap Rivierenland
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/60884
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