12577 
8821体验是特定情境下消费者在与商品、场景、计算机、企业人员或其他消费者互动的过程中形成的独特情感，体验质量是企业衡量体验效果的重要依据。从现有的大量文献来看，不同学科、不同行业、不同情境下体验质量测量的方法存在差异，难以区分；服务质量测量和体验质量测量界定不清，存在混用。体验质量即消费者对互动过程中形成的独特情感的主观评价，体验质量的测量体现为对短期情绪、长期情感的直接测量和间接测量。消费体验又是一个动态过程，应该进行整体体验质量测量，包括体验中的体验质量测量、体验后的体验质量测量和长期体验质量测量。体验质量测量的主要方法包括自我报告法、观察法和心理生理测量法。并没有一种十全十美的工具方法适用于所有的情境，在不同的情境下应该采用多样化、差异化的体验质量测量方法，将定性测量和定量测量方法相结合，将客观标准和主观评价相结合，以保证测量结果的信度和效度。本文旨在厘清不同情境下的体验质量测量方法，讨论不同体验质量测量方法间的联系和区别，以期为企业体验效果的衡量提供方法借鉴，为消费体验研究的学者提供新的思路和方向。
客观标准还是主观评价？ 消费者体验质量测量研究述评
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引用本文
王新新, 李震. 客观标准还是主观评价？ 消费者体验质量测量研究述评[J]. 外国经济与管理, 2019, 41(1): 127-140.
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