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| Dimension Exploration and Scale Development of Technical Features of Mobile App Personalized User Reporting Empowered by Big Data |
| ZANG Wei，CUI Yuqing，XU Lei，GUO Jing |
| Beijing University of Technology, Beijing, China |
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Abstract Based on the theory of needs-affordances-features, this study aimed to clarify the psychological 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 research, an exploratory research with grounded theory on the structural dimensions of technical features was conducted. On this basis, the measurement scale was developed and tested, and the predictive 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 psychological needs of users and promote the relationship between users and the brands.
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Received: 27 August 2023
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