Research Article

User Experience Evaluation of Cross-Channel Consumption: Based on Grounded Theory and Neural Network

Table 2

Excerpts of interview text and some examples of conceptualization.

Partial source dataConceptualization

…(for APP) the location information is clearly marked. We can easily find the restaurant. If we can’t find it, the functions of search, navigation, and others can be used which are particularly convenient…Convenience
…when my friends and I search the same content on the platform, the page content we see is generally different, which may be due to the different restaurants we have historically inquired and visited…Individualization
…the restaurants on the app platform provide very detailed information for the dishes and environment, which is very helpful for me to know about the restaurants…Comprehensiveness
…I think the promotion activities on the platform are very powerful, such as giving coupons to new users, full reduction, discount, package offers, and other activities which can save us a lot of money.Cost-effective
…this dish is the specialty of the restaurant. I like it. Other restaurants do not have it or the taste is not as good as this one.Product uniqueness
…if the service attitude of the restaurant is friendly, I will be happy and have a good meal…Emotional experience
…for example, I like the cartoon of pirate king very much. So if I see a restaurant with this kind of theme, I will definitely go to have a look…Style attractiveness
…the pictures of dishes online given by the restaurant is not consistent with the actual situation. The plates on the pictures are very delicate. But when I go to eat in the restaurant, they do not look so delicate.…Product information consistency
…it’s similar to the comments online. Once we went to a barbecue, the waiters helped us collect garbage and empty dishes. The comments online also mentioned these…Service content consistency
…according to the address given by the online platform, it is quite easy to find the store. The address is usually directly linked to the navigation, I will choose a familiar navigation such as Gao De navigation and follow the planned route. It is usually easy to find it....Switching difficulty
……the dishes I ordered can meet my needs of taste, safety, and hygiene. So it can achieve my psychological expectations……Product expectation
…I think it is very efficient to search restaurants online. I can compare products, prices, locations, and so on, and then go to the restaurants for consumption. It allows me to find my favorite restaurants quickly and saves a lot of time compared with directly looking for restaurants offline…Efficiency
… searching and comparing restaurants online can make me know more about dishes and environment. So I can choose the restaurant that I like and then go for dining, which can further improve my satisfaction……Knowledge