Abstract:

Based on the theory of online user experience and technology acceptance model, the following questions are tried to address: ① Do different network users prefer different experiential appeals? ② What are the differences of user behavior among various experiential user groups? With the data collected through questionnaire, SPSS and Amos are used to conduct cluster analysis and structural equation model to investigate the research questions. The study finds that network users can be segmented into six groups, i.e., holistic users, hedonistic users, action-oriented users, intelligence-oriented users, inner-directed users and utilitarian users. Moreover, the users’ behaviors are different among the six user groups.

Key words: online user experience, user behavior, usage intention, technology acceptance model