Examining the Influence of Communal User Needs on Quality of Experience (QoE): The Moderating Effects of User’s Purpose of Technology Use and Innovativeness

In prior research, we defined eleven communal user needs as core elements observed across diverse technological domains, irrespective of each domain’s characteristics or purposes. This research investigates how these communal user needs influence quality of experience. It also examines whether the purpose of technology use and personal innovativeness moderate this relationship, potentially shifting the relative importance of these needs. Based on a literature review, we established hypotheses and a research model. Additionally, we developed a questionnaire administered to users of generative AI and social media platforms. The model was analyzed using PLS-SEM and conducted multi-group analysis to test moderation effects. The findings show several significant effects and confirm certain moderating patterns depending on the moderators examined. Overall, this research provides cross-domain evidence from generative AI and social media platforms toward a generalizable, user-centered approach to QoE evaluation, enabling improvements in the direction that users truly want.