移动浏览器用户黏性影响因素研究

发布时间：2018-09-09 20:34

【摘要】：中国互联网络信息中心(CNNIC)第三十三次《中国互联网络发展状况统计报告》显示, 截至2013年12月底,我国网民手机上网用户达到5亿,其中手机浏览器用户规模为3.6亿, 在手机网民中的渗透率达70%左右。’移动互联网的发展已经在很大程度上影响到未来人们的生活方式和商业发展方向,移动浏览器作为一个重要的移动互联网接入口在很大程度上能够影响到应用程序运营者获取用户价值的程度,因此移动浏览器成为各大互联网公司未来竞争的一个重要方向。面对“剩者为王”的移动互联网生存规则,各移动浏览器如何通过品牌或者其它营销活动获取用户固然重要,但是让用户产生持续的使用,提高用户黏性也是摆在程序运营者面前的问题。本文拟从移动浏览器的现状出发,分析移动浏览器的特征,结合经典的用户持续使用行为理论模型和量表,建立以移动浏览器为主体的用户黏性量表和理论模型,并通过SPSS数据分析软件对参与调查人员的用户使用数据进行分析,挖掘影响移动浏览器用户黏性的影响因素,进而去推测在移动互联网中如何强化用户的忠诚度,增强用户黏性。具体而言,本文基于对移动浏览器的现状、发展趋势和相关用户持续使用模型的梳理,建构移动浏览器用户黏性的影响因素模型。这个模型以用户对移动浏览器的感知有用性、感知易用性、使用体验、系统质量、用户期望确认度、满意度和更换成本为自变量,用户黏性为目标变量,在采用定量方法对影响用户黏性的因素加以验证和分析的基础上得出研究结论,然后应用结论去指导实践。研究结果表明移动浏览器用户黏性与用户对移动浏览器的感知有用性、感知易用性、使用体验、系统质量、用户期望确认度、用户满意度和更换成本有显著的相关性。其中在用户黏性的影响因素方面,用户满意度的影响最为强烈,其次是期望确认度和更换成本。在对假设进行验证的过程中,基于模型所建立的所有假设都得到了验证：用户对移动浏览器的感知有用性与其期望确认度呈正相关；用户对移动浏览器的感知易用性与其期望确认度正相关；移动浏览器的系统质量正向影响用户的期望确认度；用户移动浏览器的使用体验正向影响其期望确认度；移动浏览器用户期望确认度与用户满意度正相关；移动浏览器用户满意度与用户黏性正相关；移动浏览器用户转换成本正向影响用户黏性。移动浏览器用户黏性影响因素的回归分析中,模型建立的7个自变量,有5个被保留在方程中,其中感知有用性和感知易用性两个自变量被剔除在方程之外。数据的进行进一步的分析发现有用感知和易用感知是用户的一种主观评价,基于个体的不同而异,因此如果用户不能准确的意识到移动浏览器对自己有什么具体的功效,就可能产生对于问题的模糊判断,因而影响了最后结果的准确性；还有一个重要因素就是感知有用性和感知易用性作为影响移动浏览器用户黏性的因素,是基于用户期望确认度这个中介变量的,用户的期望确认度同样作为一种用户主观认识,是建立在用户使用前的期望和使用后的感触的基础上的,用户使用前对移动浏览器的期望在很大程度上影响了确认度的水平。在对移动浏览器的用户黏性影响因素进行分析后,基于用户黏性相关因素模型的研究和假设,对回归模型进行总结的基础上,研究对移动浏览器本身的发展方向提出了如下建议：一方面要注意移动浏览器用户及功能的细分；另一方面要基于移动浏览器品牌建立生态系统；最后就是移动浏览器本身的系统优化。
[Abstract]:The 33rd China Internet Network Information Center (CNNIC) Statistical Report on Internet Development in China shows that
By the end of December 2013, the number of mobile Internet users in China reached 500 million, of which 360 million were mobile browsers.
The penetration rate among mobile Internet users is about 70%.'The development of mobile Internet has greatly affected future people.
Lifestyle and business direction, mobile browsers as an important mobile Internet access port to a large extent can
Mobile browsers will become the future competition of the big Internet companies as they affect the extent to which application operators gain user value
An important direction. Faced with the surviving rules of the "left over" mobile Internet, how each mobile browser passes through the brand or
It's important to get users through other marketing activities, but it's also in the pipeline to make users continue to use them and improve their stickiness.
This paper analyzes the characteristics of mobile browsers from the current situation of mobile browsers, and combines with the classical user persistent use of rows.
For the theoretical model and scale, the user viscosity scale and theoretical model with mobile browser as the main body were established, and SPSS data were used.
Analytical software analyzes the user data of the participants and digs out the factors affecting the user stickiness of mobile browsers.
In particular, this article is based on
In view of the current situation, development trend of mobile browser and the related user persistence model, this paper constructs the mobile browser user sticky
This model is based on the user's perceived usefulness of mobile browsers, perceived ease of use, and user experience.
System quality, user expectation validation, satisfaction and replacement cost are independent variables, and user stickiness is the objective variable.
On the basis of validating and analyzing the factors that affect the user's viscosity, the research conclusion is drawn, and then the conclusion is applied to guide the research.
Practice. The results show that the mobile browser user stickiness and user perception of mobile browser usefulness, perceived ease of use, so that
User experience, system quality, user expectation validation, user satisfaction and replacement cost were significantly correlated.
In terms of influencing factors of viscosity, customer satisfaction is the strongest, followed by expected confirmation and replacement cost.
During the verification process, all the assumptions based on the model are validated: user perception of mobile browsers
Usefulness is positively correlated with expected validation, and user perceived ease of use is positively correlated with expected validation.
The system quality of mobile browsers has a positive impact on the expected validation of users; the user's experience of using mobile browsers has a positive impact on it.
Expected validation; Expected validation of mobile browser users is positively correlated with user satisfaction; User satisfaction of mobile browser is positively correlated with user viscosity; Conversion cost of mobile browser users positively affects user viscosity.
In the regression analysis of influencing factors of mobile browser users'stickiness, five of the seven independent variables were retained in the equation, and the two independent variables of perceived usefulness and perceived ease of use were excluded from the equation. Individuals are different, so if the user can not accurately realize what specific effect the mobile browser has on himself, it may produce a fuzzy judgment of the problem, thus affecting the accuracy of the final results; there is also an important factor is perceived usefulness and perceived ease of use as the impact of mobile browser user stickiness. The factor of sex is based on the intermediary variable of user expectation validation. Users'expectation validation is also a subjective cognition of users. It is based on users' expectations before and after use.
After analyzing the influencing factors of mobile browser's user stickiness, based on the research and hypothesis of user stickiness related factors model, and on the basis of summarizing the regression model, this paper puts forward the following suggestions on the development direction of mobile browser itself: on the one hand, attention should be paid to the segmentation of mobile browser's users and functions; on the other hand, attention should be paid to the segmentation We should build an ecosystem based on the brand of mobile browser, and finally optimize the system of mobile browser itself.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TP393.092

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