Based on the theory of needs-affordances-features,this study aimed to clarify the psy-chological mechanism of emotional connection between users and brands in the context of Mobile App Personalized User Report.By using the research paradigm combining qualitative and quantitative re-search,an exploratory research with grounded theory on the structural dimensions of technical fea-tures was conducted.On this basis,the measurement scale was developed and tested,and the predic-tive utility of technical features on user psychology was empirically tested.The results showed that the technical features of this situation included five dimensions:Mirror-self,objective-self,sociality,fun and security.The measurement scale of technical features was composed of 5 factors and 21 items,and the reliability and validity all reached the ideal level.Technical features could positively predict the psychological ownership through the affordance of self-presentation and could also meet the psy-chological needs of users and promote the relationship between users and the brands.
关键词
大数据/移动App个性化用户报告/技术特征/维度探索/量表开发
Key words
big data technology/mobile App personalized user reports/technical feature/dimen-sion exploration/scale development
维普
万方数据