Experience is consumers’ unique emotion formed during the interaction with products, scenes, computers, corporate employees or other consumers in a specific context. Experience quality is an important basis for enterprises to measure the effect of experience and also an important standard for consumers to judge the quality of experience. Experience quality will be affected by product quality and service quality, but it goes beyond the general cognitive level. Experience quality refers to the subjective evaluation of consumers’ unique emotions formed in the process of interaction. Experience quality measurement is the direct measurement and indirect measurement of emotions and affect. Consumer experience is a dynamic process that should measure the holistic experience quality, including quality measurement during experience, quality measurement after experience and long-term experience quality measurement. Different measurement methods should be used at different times. The main measurement methods include self-report, observation and psychophysiological methods. Self-report method is the most common and widely used method in experience quality measurement, and applicable to all situations, and its concrete methods include questionnaire survey, oral report method, and interview. Self-report method helps to grasp the influencing factors and changing processes of consumers’ emotions and affect, but it is a subjective evaluation of consumers, so the measurement results tend to be biased. Observation method is to collect customer reaction data by visual observation, including customers’ expression, voice, behavior, and so on, which is suitable for quality measurement during experience and after experience. Methods such as face recognition and speech recognition have strict measurement standards, which are objective measurement of experience. Video analysis and body analysis methods require observers to identify and judge the behavior. The results are influenced by subjective factors such as observer experience and intuition. Therefore, observation method is between objective measurement and subjective measurement. Psychophysiological method mainly uses instruments and equipments to detect muscle, pupil, heart, and skin reactions of the subjects. This method uses objective criteria to directly measure the emotions and affect of consumers, so it is scientific and standardized. The data obtained in this way will not be affected by subjective factors, so the reliability and validity of experience quality measurement can be ensured. However, because psychophysiological method is instant, it is only suitable for quality measurement during experience, such as skin electricity, myoelectric, ECG, and EEG techniques. There is no perfect method for all purposes and situations. In the specific context, we should adopt differentiated methods of experience quality measurement. Qualitative measurement and quantitative measurement, objective criteria and subjective evaluation, direct measurement and indirect measurement, long-term measurement and short-term measurement should be combined to ensure the reliability and validity of the measurement results. This article aims to clarify experience quality measurement methods in different contexts, and discuss the connections and differences between different experience quality measurement methods, in order to provide a method for corporate experience measurement, and propose future directions for further consumer experience research.
Objective Criteria or Subjective Evaluation: A Review of Consumer Experience Quality Measurement Research
Foreign Economics & Management Vol. 41, Issue 01, pp. 127 - 140 (2019) DOI:10.16538/j.cnki.fem.2019.01.010
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Cite this article
Wang Xinxin, Li Zhen. Objective Criteria or Subjective Evaluation: A Review of Consumer Experience Quality Measurement Research[J]. Foreign Economics & Management, 2019, 41(1): 127-140.