The Impact of Brand Experience on User Satisfaction in Mobile Short Video Applications

Purpose - How to successfully retain short video users and enhance the market competitiveness of short video companies has become an urgent problem in the short video industry. Design/Methodology/Approach - This study selects users on mobile short video platforms as the research object, conducts research from the new perspective and field of brand experience of short video applications, this study adopts the method of combining qualitative and quantitative measurement., studies the relationship between brand experience, perceived value, brand personality and satisfaction, tests the mediating role of perceived value, and explains the role of brand personality in the process of brand experience’s influence on user satisfaction. Findings - Emotional experience, thinking experience, and behavioral experience all positively affect perceived value; Perceived value positively affects user satisfaction; Brand experience positively affects user satisfaction; Perceived value plays an intermediary role in the relationship between emotional experience, thinking experience, and behavioral experience on user satisfaction; Brand personality plays a positive moderating role in the influence of sensory experience, thinking experience, behavioral experience and associative experience on user satisfaction. Research Implications - The theoretical development of brand experience is expanded to provide reference for short video industry to formulate corresponding marketing strategies for different customer groups