M集团移动电子商务平台体验优化研究

发布时间：2019-01-27 18:43

【摘要】：移动电子商务是移动信息服务和电子商务融合的产物。随着3G、4G网络的的发展,发生不断转变的除了人们的消费理念还有商家的传统理念,移动电子商务已经成为一种新型的商务模式,与人们的生活密切相关,其发展前景广阔,并对我国的经济产生深远的影响。本论文首先分析国内主流移动电子商务平台的状况,然后以M集团移动电子商务平台运作为研究对象,发现存在较为严重的用户体验问题,急需解决以提升用户对M平台的满意度。本论文应用流量分析、人物角色分析方法,分别从定量和定性两个分析维度对M集团移动电子商务平台的用户体验研究,构建了用户体验的评价方法和模型。分析发现该平台在首页、浏览模式、功能覆盖、页面元素、基础设施方面存在较为严重的体验问题。综合上述分析结果,本论文从用户体验要素出发,结合M平台用户体验的品牌、可用性、功能性和内容的评测角度,提出了用户体验的具体提升措施。经过这些措施的应用,论文对用户体验提升前后的评测结果对比发现,M平台的用户体验提升较为明显。论文第一章为绪论,阐述论文背景和研究的目的、意义。第二章对移动电子商务平台的用户体验进行了概述。第三章通过调查问卷和可用性分析梳理了当前M平台体体验的现状和对问题进行了简要分析。第四章、第五章分别利用流量分析方法、人物角色分析方法分析了M平台体验的问题,并给出了具体的提升策略。第六章对M平台用户体验提升策略进行了总结并对效果进行了评测,最后结论对本次论文进行了总结。
[Abstract]:Mobile e-commerce is the product of the amalgamation of mobile information service and e-commerce. With the development of 3G 4G network, mobile e-commerce has become a new business model, which is closely related to people's life and has a bright future. And to our country's economy produces the profound influence. This paper first analyzes the status of the mainstream mobile e-commerce platform in China, and then takes M Group mobile e-commerce platform as the research object, and finds that there is a serious problem of user experience. It is urgent to solve this problem in order to improve the satisfaction of users to M platform. In this paper, traffic analysis and persona analysis method are used to analyze the user experience of M Group Mobile E-commerce platform from quantitative and qualitative analysis dimensions, and the evaluation method and model of user experience are constructed. It is found that there are serious experience problems in home page, browsing mode, function coverage, page elements and infrastructure. Based on the above analysis results, this paper puts forward the specific measures to enhance user experience from the perspective of brand, usability, functionality and content of user experience on M platform. Through the application of these measures, the paper compares the evaluation results before and after the user experience enhancement, and finds that the user experience improvement of M platform is obvious. The first chapter is the introduction, which describes the background, purpose and significance of the research. The second chapter summarizes the user experience of mobile e-commerce platform. The third chapter analyzes the current situation and problems of M platform body experience by questionnaire and usability analysis. In chapter 4, chapter 5 analyzes the problem of M platform experience by using traffic analysis method and persona analysis method, and gives the specific promotion strategy. The sixth chapter summarizes the strategy of improving the user experience of M platform and evaluates the effect. Finally, the conclusion of this paper is summarized.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6

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