Research on the Action Mechanism of Certainty and Uncertainty of Experience in the Consumption Context

Research on the positive impacts of uncertainty has primarily focused on promotional activities, with little research in other situations. This study applied the concept of uncertainty to the context of experience consumption, Discovering there is certainty of experience and uncertainty of experience in the context of consumption, The purpose is to study the differences in the mechanism of action of different types of consumer experience. In studyⅠ, 239 valid questionnaires on the mobile app consumption experiences were collected and their data were analyzed using structural equation modeling (SEM). Study 2 collected 160 valid questionnaires on consumer experience in physical stores and analyzed the questionnaire data using partial least squares (PLS-SEM). study finding in the certainty of experience context, standardized interaction relies on product interaction and scene interaction to transmit experience material information, and reduce consumers' commodity service perception uncertainty, resulting in a satisfaction experience; in the uncertainty of experience context, personalized interaction relies on user-enterprise interaction and user-to-user interaction to unleash the subjectivity and creativity of experience participants, and increase consumers' experience process perception uncertainty, resulting in the realization a surprise experience. The research findings provide important practical guidance for enterprises to establish differentiated experience strategies and gain long-term competitive advantages.