Open Access

ARTICLE

Computing the User Experience via Big Data Analysis: A Case of Uber Services

by Jang Hyun Kim^1,2, Dongyan Nan^1,*, Yerin Kim², Hyung Park Min²

1 Department of Interaction Science/Department of Human-Artificial Intelligence Interaction, Sungkyunkwan University, Seoul, 03063, Korea
2 Department of Applied Artificial Intelligence/Department of Human-Artificial Intelligence Interaction, Sungkyunkwan University, Seoul, 03063, Korea

* Corresponding Author: Dongyan Nan. Email:

Computers, Materials & Continua 2021, 67(3), 2819-2829. https://doi.org/10.32604/cmc.2021.014922

Received 27 October 2020; Accepted 01 January 2021; Issue published 01 March 2021

Abstract

As of 2020, the issue of user satisfaction has generated a significant amount of interest. Therefore, we employ a big data approach for exploring user satisfaction among Uber users. We develop a research model of user satisfaction by expanding the list of user experience (UX) elements (i.e., pragmatic, expectation confirmation, hedonic, and burden) by including more elements, namely: risk, cost, promotion, anxiety, sadness, and anger. Subsequently, we collect 125,768 comments from online reviews of Uber services and perform a sentiment analysis to extract the UX elements. The results of a regression analysis reveal the following: hedonic, promotion, and pragmatic significantly and positively affect user satisfaction, while burden, cost, and risk have a substantial negative influence. However, the influence of expectation confirmation on user satisfaction is not supported. Moreover, sadness, anxiety, and anger are positively related to the perceived risk of users. Compared with sadness and anxiety, anger has a more important role in increasing the perceived burden of users. Based on these findings, we also provide some theoretical implications for future UX literature and some core suggestions related to establishing strategies for Uber and similar services. The proposed big data approach may be utilized in other UX studies in the future.

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Citations