Analysis of the Influencing Factors of User Experience in Online Art Forms During the COVID-19—Based on the DEMATEL Method

ABSTRACT

This research aimed to investigate the relevant factors that influence users’ choice of online art forms during the Covid-19 pandemic. The research used interview, questionnaire survey and literature research combined with factor analysis to summarize 10 major influencing factors on users’ choice of online art forms. The depth interviews were deployed with Decision-Making Trial and Evaluation Laboratory (DEMATEL) questionnaires to evaluate the influencing directions and the degrees of the interactions among the 10 influencing factors. The finding showed that three key factors that affect users’ choice of online art form are performance-price ratio, required equipments and technical means, and these three factors can greatly affect other influencing factors. According to the influential relation diagram, three key influencing factors were used as entry points to fully explore the role and advantages of online art. A user satisfaction optimization model of online art service was proposed, aiming at providing a feasible way to enhance the user experience of online art, and to propose suggestions on optimizing online art forms. It is hoped that in the post-pandemic era, this research can help the online art continue to flourish and complement offline art forms to enrich the art field, and improve the art cognition level of the public. © 2021, Springer Nature Switzerland AG.