The Differences of Choice Preference on WeChat Mini Program and Native Apps Between Utilitarian and Hedonic Programs

In the realm of mobile internet, as products and services become increasingly homogenized, user experience has emerged as a pivotal factor in product success. User experience is an activity involving user participation, stimulating emotional responses, forming perceptions, and ultimately influencing consumer behavior. The current research conducts a quantitative analysis of consumer behavior to specifically examine the role of user experience in the selection of native Apps and WeChat Mini Program. We verified the selection differences between hedonic and utilitarian mobile internet products. The findings reveal significant differences in interaction and functional experience-based choices between these two categories of programs depends on the product types (hedonic vs. utilitarian), while differences in visual experience are not pronounced. This discovery offers valuable strategic guidance for mobile internet enterprises, especially in enhancing user experience. Furthermore, it provides a novel perspective and empirical support for academic research in related fields.