淘宝网个性化服务对用户服装购买持续使用的影响

发布时间：2018-06-21 01:21

本文选题：个性化服务 + 用户持续使用　；参考：《东华大学学报(自然科学版)》2017年02期

【摘要】：随着网购的不断繁荣,电商囊括的商品和用户数也越来越多,人们在海量商品面前变得无所适从."商品迷向"问题尤为突出,网络平台迫切需要通过各种形式的显隐性个性化服务提高用户购买体验,吸引并留住用户.针对以上问题,以电子商务平台个性化服务与用户服装购买行为的交互为起点,将平台上的交互抽象为"感知-使用-持续使用"的渗透过程进行研究.通过市场调研,选择淘宝网为渗透的案例平台,借助SPSS 19.0数据分析软件和结构方程模型分析软件AMOS17.0建立了用户持续使用模型,最终通过对结果的检验和数据分析为电商平台和入驻商家分别提出了个性化服务建议.
[Abstract]:With the continuous prosperity of online shopping, more and more goods and users are included in e-commerce. People have become confused in the presence of mass commodities. "Commodity obsessed" is particularly prominent. The network platform urgently needs to improve the user's purchase experience through various forms of implicit personalized service to attract and retain users. The interaction between the personalized service of the sub business platform and the user's clothing purchase behavior is the starting point, and the interaction on the platform is abstracted as the penetration process of "perception - use - continuous use". Through market research, the Taobao network is selected as a case platform, and the SPSS 19 data analysis software and the structural equation model analysis software AMOS17.0 are built. The user's continuous use model is established. Finally, the personalized service suggestions are proposed for the e-commerce platform and the entry businesses by testing the results and analyzing the data.
【作者单位】：东华大学服装和艺术设计学院;东华大学现代服装设计与技术教育部重点实验室;
【基金】：上海市教育委员会科研创新资助项目(14ZS068) 上海高校知识服务平台(海派时尚设计及价值创造知识服务中心)资助项目(13S107024)
【分类号】：F713.55;F724.6

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