Abstract: Customers have conflicting experience demands, so customer managers need to explore the dialectical relationship in customer experience management from a dual perspective. However, there is a relative lack of research in the academic community on the duality of customer experience. In the context of short video platforms, customer experience duality has become the primary issue facing in-depth research on customer experience. To conduct in-depth research on the dual structure of customer experience in the context of short video platform consumption, a grounded research method is adopted in this paper to explore the dual structure of customer experience. Based on this, a dual scale of customer experience is developed to further examine the impact of recommendation systems (diversity×agility×novelty) and the content features (entertainment×information×credibility) on customer experience duality, as well as the effect of customer experience duality on customer satisfaction and continued use intention. The findings show that the customer experience duality of short video platforms includes the consistency and diversity experience duality, as well as the hedonic and functional experience duality. The recommendation system and content features have a significant impact on the customer experience duality, and the customer experience duality affects the willingness to continue using through customer satisfaction. Therefore, short video platforms can configure a recommendation system that considers both diversity, novelty, and agility algorithm indicators, and emphasize entertainment, information, and trustworthy features in the content provided by the platform, thereby forming a dual capability of customer experience and addressing the problem of low experience quality caused by conflicting customer experience demands in a targeted manner.

Key words: customer experience duality, short videos, paradox, recommendation system, content features