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This study examines the impact of response time on user experience for mobile applications and considers the moderating influence of gender and network environment on this…
This study examines the impact of response time on user experience for mobile applications and considers the moderating influence of gender and network environment on this relationship.
An experiment was conducted with 50 young adults to evaluate their user experience of a mobile application that simulates variations in network environment and response time. User experience was evaluated based on the three constituent dimensions of tolerance, acceptance, and satisfaction.
Analytical results demonstrate that response time not only adversely affects user experience of mobile applications, but that this effect is not homogeneous across the three dimensions of tolerance, acceptance and satisfaction. The findings also illustrate that gender moderates the effect of response time on user experience, however, the negative influence is more salient for males than females, which is opposite to our hypothesis. The joint moderating influence of gender and network environment turned out to be partly significant.
By illuminating users' tolerance, acceptance, and satisfaction with varied response times, findings from this study can inform the design of mobile applications such that desired levels of user experience can be assured with minimum resources.
Although response time has been hailed as a key determinant of user experience for desktop applications, there is a paucity of studies that have investigated the impact of response time on user experience for mobile applications. Furthermore, prior research on response time neglects the multi-dimensional nature of user experience. This study bridges the above mentioned knowledge gaps by delineating user experience into its constituent dimensions and clarifying the effects of response time on each of these dimensions.
Recognizing the differences between generations Y and Z, this exploratory study uses generational cohort theory as a framework to examine the brand perception of…
Recognizing the differences between generations Y and Z, this exploratory study uses generational cohort theory as a framework to examine the brand perception of McDonald's, an international brand which has grown up with consumers for over 30 years in China. The paper aims to discuss this issue.
Measures of brand perception was built based on Aaker's brand personality model. A total 1,103 valid questionnaires were collected through an online survey platform. Factor analysis is the primary method to analysis the data.
The findings of this study reveal a favourable brand perception of McDonald's among young Chinese consumers which is consistent with Aaker's brand personality model and support the use of generational cohort theory as a market segmentation tool for brand perception. The differences between the two generational cohorts are not shown to be significant.
The most important contribution of this study is the evaluation of the personality of a major brand in China for Gen Z, a topic with very little existing research. Also, this research suggests future in-depth research into generational cohort theory in a Chinese context by recognizing homogeneity and heterogeneity exist simultaneously between generational cohorts.