快慢有致,心满意足:交互体验对用户参与企业在线互动行为的影响研究OACHSSCD

The rapid evolution of the internet and digital technologies has revolutionized how enterprises connect and engage with their users.These advancements have created more convenient and efficient conditions for interactive innovations.Online brand communities play a pivotal role in facilitating mutual exchanges and fostering innovations between users and enterprises.At the heart of this interaction lies active user engagement,which serves as a critical driver for successful innovation.However,despite the potential benefits,many online brand communities grapple with challenges such as low user willingness to engage and inactive participation.To address these issues,it is essential to delve into the underlying mechanisms that influence user engagement in enterprise interactions within these communities.Typically,user experiences and perceptions accompany their engagement in enterprise interactions,profoundly shaping their decision-making process.Previous research has largely overlooked the significance of interaction experiences in shaping user engagement.To bridge this research gap,the study adopts a mixed-methods approach,combining qualitative and quantitative techniques,to investigate the impact of user interaction experiences on their engagement in online enterprise interactions. Study 1 employed a qualitative research approach,utilizing interview records from 19 users of online brand communities as the qualitative data.Through coding the interview results and analyzing existing theories and literature,the study identified two types of user engagement in online enterprise interactions:proactive interactions and reactive interactions.During their interactions with enterprises,characteristics of the interaction platform,including interactive information,interactive technology,and interactive environment,can have a direct impact on on user participation in online engagements with enterprises.Additionally,these platform characteristics can also influence user engagement through the mediating role of interaction experience.Furthermore,users experience two distinct processes during their interactions with enterprises:a fast system(flow)and a slow system(gratification). Study 2 utilized a quantitative empirical research approach to empirically test the theoretical model proposed in Study 1.Through the processing and consolidation of variables identified in Study 1,a questionnaire was designed using established and validated scales to collect data from users of online brand communities.Employing the PLS-SEM method,the study examined the impact of interaction information,interaction technology,platform incentives,and platform norms on user engagement in online enterprise interactions.It further validated the mediating roles of users' slow-system experience(gratification)and fast-system experience(flow)in the process of how these factors influence user engagement in online enterprise interactions.Additionally,this study delved deeper into the differential mediating effects of the slow and fast systems of interaction experience on different types of interactive behaviors:proactive interactions and reactive interactions. The research findings reveal the following:1)From the perspective of user-enterprise interaction experience,a theoretical model is constructed encompassing platform interaction ecology(interaction content,interaction technology,interaction environment)-interaction experience(flow,gratification)-online enterprise interactions(proactive and reactive interactions).This model clarifies the formation mechanism of user engagement in online enterprise interactions and identifies two distinct types of interaction experience among users:a fast system(flow)and a slow system(gratification).2)Interaction content,interaction technology,and interaction environment positively influence user engagement in online enterprise interactions,with both flow and gratification experiences serving as concurrent and sequential mediators.Furthermore,the study finds that interaction technology has the most significant impact on slow-system experience(gratification),while incentive mechanisms exert the strongest influence on fast-system experience(flow).3)Interaction experience differentially affects user engagement in different types of online enterprise interactions.Specifically,proactive interactions are primarily mediated by slow-system experience(gratification),while reactive interactions are primarily mediated by fast-system experience(flow).Slow-system experience often involves deeper-level cognition and reflection,significantly influencing users' proactive interactions.Fast-system experience enhances users' perceived pleasure,stimulating their interests in immediate participation and promoting reactive interactions.This study enriches and supplements empirical research on user-enterprise interaction experience and user engagement in online enterprise interactions,providing insights for future research on user engagement in enterprise innovation of interaction.