Cross-Cultural Adaptation and Psychometric Validation of the Chinese Version of Attrakdiff 2 for User Experience Evaluation

User experience is critical for evaluating products and service systems, yet validated Chinese instruments remain limited. The AttrakDiff 2 is a widely used questionnaire for assessing pragmatic and hedonic qualities and overall attractiveness. This study translated and culturally adapted AttrakDiff 2 into Chinese (AttrakDiff 2-CN) using a five-stage protocol and evaluated its psychometric properties among 1,142 university students. Analyses included classical test theory, exploratory and confirmatory factor analyses, item response theory, and multi-group measurement invariance testing. Although exploratory factor analysis suggested a two-factor solution, confirmatory factor analysis supported the theoretical four-factor model (pragmatic quality, hedonic identity, hedonic stimulation, attractiveness) with excellent fit (χ2/df = 2.41, CFI = 0.971, RMSEA = 0.048). The 28-item semantic-differential scale demonstrated high internal consistency (α = 0.976), acceptable convergent and discriminant validity, full measurement invariance (ΔCFI ≤ 0.001, ΔRMSEA ≤ 0.001), and high item discrimination (a = 1.020–6.730). AttrakDiff 2-CN is a reliable, valid, and culturally attuned tool for user experience assessment in the Chinese context.