Contrastive Study on User Satisfaction of Weibo and Instagram Common Users

Abstract

Both Instagram and Weibo are among the most popular social platforms for young Chinese. In view of the common ground that they are both basing on photo sharing social functions, this paper tries to analyze the differences between their user satisfaction, then provide reference value for domestic social product design. To investigate the user satisfaction of the two products, user interviews were conducted to collect the pre-options of the questionnaire, and the Single Ease Question (SEQ) and Net Promoter Score (NPS) question were applied to design questionnaire. Results of user interviews are qualitatively analyzed, results of questionnaire are quantitatively analyzed. The results show that: the satisfaction level of certain tasks and the NPS level of Weibo are significantly lower than that of Instagram, satisfaction levels of Weibo on other tasks don’t show significant differences comparing to that of Instagram. Positive correlation of the satisfaction level and the NPS level is revealed in both Instagram and Weibo. While the satisfaction level of some tasks show negative correlations with their respective frequency of use. Respective paired T-tests within gender levels, educations levels, and age levels were conducted. However, some of the results differ from the conclusion of overall analysis. After interpreting all the results, specific advice for Weibo and even domestic social media product have been concluded at last.