【目的/意義】在體驗經濟時代,搜索引擎的快速發展使得研究用戶體驗變得重要。【方法/過程】基于技術接受模型,從用戶體驗視角研究用戶忠誠,引入用戶滿意,構建用戶體驗與用戶忠誠關系的研究模型;采用結構方程模型,通過201名搜索引擎用戶的問卷調查,對研究模型進行實證檢驗。【結果/結論】搜索引擎有用性和易用性相互影響;搜索引擎有用性和易用性對用戶體驗有顯著的正向影響,搜索引擎用戶體驗對用戶滿意有顯著的正向影響,搜索引擎用戶滿意對用戶忠誠有顯著的正向影響。研究結論揭示搜索引擎用戶體驗對用戶忠誠的影響機制。

【Purpose/significance】In the age of the experience economy, the rapid development of search engine makes thestudy of user experience become important.【Method/process】Based on Technology Acceptance Model(TAM), this paperdiscusses user loyalty from the perspective of user experience; introduces user satisfaction; constructs the structure modelof the relationships between user experience and user loyalty of search engine; uses structural equation model(SEM) andverifies the theoretical hypothesis through the questionnaire of 201 search engine users.【Result/conclusion】The study findsthat the usefulness and ease of use of search engine interact with each other, the usefulness and ease of use of search enginehave a significant positive impact on user experience, user experience of search engine has a significant positive impact onuser satisfaction, user satisfaction of search engine has a significant positive impact on user loyalty. The conclusions revealthe effect mechanism between user experience and user loyalty of search engine.