Research on User Experience Quality Assessment Model of Smart Mobile Phone *

The user experience influencing factors of smart mobile phone is explored in order to assess its quality. At first, we discover user experience influencing factors of smart mobile phone and establish user experience quality assessment model with grounded theory, which include both environmental experience and user experience, then calculate the weight for each factor with analytic hierarchy process: interaction (0.115), usability (0.283), durability (0.091), innovation (0.104), screen vision (0.098), appearance design (0.071), touch experience (0.057), entertainment(0.133), emotional beggar (0.048), and first four key influencing factors are discovered as follows: usability, entertainment, interaction and innovation. Finally, the model is verified through quality assessment for five smart mobile phones, we hope that it can give some inspiration to mobile phone manufacturers and operators.


Introduction
The Harvard Business Review ran an article titled "Welcome to the Experience Economy".Pine and Gilmore, who wrote a book by the same name, argue that the entire history of economic progress could be captured as a progression from extracting commodities (agrarian economy), to making goods (industrial economy), to delivering services (service economy), and now, to one of staging experiences (experience economy).The article suggests characteristics of desirable experiences that draw heavily from entertainment and customer service, as well as five principles for designing such experiences: theme the experience, fulfill it in all the details, harmonize the impression with positive cues, eliminate negative cues, and mix in memorabilia [1].
Smart mobile phone is developing very rapidly in 2012, subsequently also brought fierce competition, apparently its user experience is very important.
This paper is organized as follows: introduction and literature review are in the first, then research design, discovery user experience influencing factors of smart mobile phone with grounded theory, and establish user experience quality assessment model for smart mobile phone are in the following, quality assessment for five smart mobile phones and conclusions are in the end.

Literature Review
Mohammed defined the user experience as the motivators and feedback feeling during the interaction with the product or the website [2].Jesse J. Garrett thought it is the performance and operation of the product in the real world [3].
With the improvement of user requirement, experience has become "wide spread, wide angle" [4], evolves into a kind of complete experience which formed during the process of users interacting with the mobile phone.The simple way to think about what influences experience is to think about the components of a user-product interaction, and what surrounds it [5] and procedures needed by persons who are about to embark on their first qualitative research projects and who want to obtain the conclusion.
Ground theory to provide the basic knowledge and procedures needed by persons who are about to embark on their first qualitative research projects and who want to build theory at the substantive level [6].The main steps of grounded theory are as follows: 1) Theoretical sampling.2) Collecting information.3) Coding information, and forming the concepts from information.4) Con-tinually comparing between data, and between conceptions and between data and conceptions.5) Forming theoretical conceptions, and establishing the relationships between conceptions.6) Building theory and judging it.J. P. Wan and H. Zhang once studied on influencing factors of Web 3D user experience with grounded theory and analytic hierarchy process (AHP), and discovered four influencing factors: website quality, external environmental factors, user internal factors and recommendation, and the influencing factor model of Web 3D user experience was tried to established [7].

Research Design
Research framework is illustrated in Figure 1.At first, we discover user experience (UX) influencing factors of smart mobile phone with grounded theory, and establish user experience quality assessment model for smart mobile phone with AHP and discover the four influencing factors.Finally, there are quality assessment for five smart mobile phone and conclusions.

Discover User Experience Influencing Factors of Smart Mobile Phone with Grounded Theory
The idea of the user is understood with questionnaires and interviews, and the user experience's influencing factors are identified with grounded theory.The characteristics of the 20 interviewed undergraduates as follow: 1) higher-level education, accept and understand new things quickly; 2) using smart phone more than two years, familiar with at least five kinds of smart phones; 3) loving and enjoying life.
We discover 12 categories and 60 concepts through theoretical sampling, collecting information, coding information, continually comparing between data and conceptions (Table 1).
The key task of axial coding is to explore and establish a relationship between the categories, rather than build a comprehensive theoretical model.We obtain 2 categories and 4 subcategories with axial coding (Table 2).
The core categories "user experience" were identified through continually comparing between primary sources of information, and between the results of the open coding and between the results of the axial coding (Figure 2).
User experience influencing factors of smart mobile phone were discovered with grounded theory, mainly included the environment experience and user experience.External environment included the signal, network, virus, Economic factors, and other external factors.The three dimensions of user experience were service quality, sensory quality and emotion quality.Service quality included interaction, usability, durability and innovation; Sensory quality included screen vision, appearance design and touch experience; emotion quality included entertainment and emotional beggar.

Build User Experience Quality Assessment Model for Smart Mobile Phone
Having discovery user experience influencing factors of smart mobile phone, we obtained the factor model which  consists of three levels, and transformed the model to be the user experience quality assessment model for smart phone (Table 3).
We can see the ranking of the first-class indicators in Tables 4-6: B 1 Service quality, B 2 Sensory quality, B 3 Emotion quality; the ranking of the second-class indicators is: usability, entertainment, interaction, innovation, screen vision, durability, appearance design, touch experience, emotional beggar.
According to the ranking, we obtained the first four key influencing factors as follows: usability, entertainment, interaction and innovation.

Quality Assessment for Five Smart Mobile Phones
Having analyzed the user experience quality assessment model for smart mobile phone, we chose and analyzed five smart mobile phones to verify the model.We invited eight experts to give a mark to the different aspects of five mobile phone brands.According to the 1-9 Samsung D 1 , Apple D 2 , Blackberry D 3 , Nokia D 4 and HTC D 5 .
Basing on the IDC ranking data in January 2013 (Table 7), the Smartphone brands we selected were scale meaning table, we use the software Expert Choice to evaluate and comprehensive the result, the final matrix was illustrated in Table 8.
The characteristics of the eight experts were as follows: 1) higher-level education, very familiar with the smart phones and Internet business; 2) using smart phone more than three years, familiar with the five smart phones we selected; 3) loving and enjoying life.
According to the above calculation results, the C.R. values of all the judgment matrices are less than 0.1.Therefore, all judgment matrices pass the consistency check and the results are proved reliable.
First, we calculated the weight for each factor with AHP, the results: interaction (0.115), usability (0.283), durability (0.091), innovation (0.104), screen vision (0.098), appearance design (0.071), touch experience (0.057), entertainment (0.133), emotional beggar (0.048).Second, we calculated the weight of each second-class indicator for each phone brand (Table 9), and then added them to obtain the weight of the user experience of five different phones (Table 10).
In the research of the user experience quality assessment model, we obtained four key influencing indicators: usability, entertainment, interaction and innovation.The values of Apple are as follow: usability (0.413), entertainment (0.425), interaction (0.402) and innovation (0.413).We can see its values are far more than the others, Apple iPhone has a obviously competitive advantage in the user experience.
What makes an iPhone unlike anything else?Maybe it's that it lets you do so many things.Or that it lets you do so many things so easily.Those are two reasons iPhone owners say they love their iPhone.But there are many others as well.
Every detail and every material has been meticulously considered and refined.As a result, iPhone feels substantial in your hand and perfect in your pocket.iPhone is so easy to use thanks to iOS 6. Innovative features like Siri and FaceTime plus built-in apps make iPhone not just useful but fun.Siri, the intelligent assistant, lets you use your voice to send messages, schedule meetings, place calls, set reminders, and more.
Of course, if other vendors wanted to give users a better experience and get more market share, they should learn how to seize and improve the key influencing indicators, and continuously improve and develop themselves.

Conclusion
This article combined and analyzed the Smartphone and user experience, it had a strong practical significance.First, we establish user experience quality assessment model with grounded theory, the first-class indicators are: service quality, sensory quality, emotive quality; the second-class indicators are: usability, entertainment, interaction, innovation, screen vision, durability, appearance design, touch experience, emotional beggar.Second, we applied AHP to research the user experience quality assessment model, and obtained four key influencing indicators: usability, entertainment, interaction and innovation.We also apply AHP to get the descending ranking of the five mobile phones: Apple, Samsung, Nokia, HTC and Blackberry.After analyzing the value of Apple, we can see its values are far more than the others, Apple iPhone has an obvious competitive advantage in the user experience, all of those demonstrated the correctness of the model (In spite of many associated reasons), our results can give inspiration to smart mobile phone manufacturers and operators.

Figure 2 .Table 2 .
Figure 2. User experience influencing factors model.Table 2. The result of axial coding.Category Subcategory main categories Application environment (A 11 ) Safety (A 10 ) Economic (A 3 )

Table 1 . The result of the open coding.
Category ConceptionAppearance design (A 1 ) thickness; weight; screen size; appearance; color Screen vision (A 2 ) eye-friendly; resolution ratio; blank screen; exchange theme freely; luminance accurate Economic factors (A 3 ) high performance; save network flow; save electric quantity; guarantee; maintain service Innovation (A 4 ) television; data Synchronism; shared file; memory function; location; anti-theft Interaction (A 5 ) not smooth; get stuck easily; slow reaction; time-consuming starting; compatibility; data loss; input error;

Table 9 . The analysis result of the dictator of five smart mobile phone.
Millions of ways to be entertained, from one trusted source.The more apps, music, movies, and TV shows you download, the more you realize there's almost no limit to what iPhone can do.The iTunes Store is the world's largest and most trusted entertainment store.Other mobile platforms have a myriad of fragmented store options, resulting in availability issues, developer frustration, and security risks.