移动购物平台用户体验评价模型研究

发布时间：2018-01-13 01:07

本文关键词：移动购物平台用户体验评价模型研究　出处：《南华大学》2015年硕士论文　论文类型：学位论文

【摘要】：移动互联网的快速发展和网络购物模式的普及,使得移动购物方式应运而生并蓬勃发展,越来越多的企业开始意识到移动互联网蕴含着巨大商机,纷纷布局移动互联网战略,移动购物软件也如雨后春笋不断涌现。新兴的移动购物市场除了面临实体店和传统网络购物市场的竞争之外,同样还要面临抢占移动购物市场的激烈竞争。移动互联网潮流来袭,人们的购物体验正被前所未有地改变着,移动购物平台给人们带来方便、独特购物体验的同时,人们对移动购物平台的用户体验要求也越来越高。在激烈的竞争环境下,移动购物产品的迭代周期更短、要求更高,使企业不仅要考虑技术因素,更要重视平台的用户体验,将以用户为中心的设计思想运用到移动购物软件中。用户体验是影响其生存发展的重要因素,体验的好坏决定了消费者的去留。目前,我国在移动互联网领域的用户体验研究不多,尤其在移动购物领域,更加缺乏相关的理论研究。本文在对现有文献研究基础上,根据Robert Rubinoff用户体验评价模型、微软可用性指南以及用户体验蜂窝模型,并结合移动购物平台的特征和作者多年互联网产品从业经验,构建出移动购物平台用户体验评价模型。通过调查问卷收集数据,在此基础上对数据进行信度、效度分析,再通过因子分析和结构方程模型分析发现实验结果与假设的模型相吻合,这证明了移动购物平台用户体验模型可由交互性、内容、感官体验、安全感、情感因素、物流机制这六大维度组成。最后,将模型应用于手机淘宝进行案例分析,评价了手机淘宝当前的用户体验,通过检测发现用户对手机淘宝的交互性、物流和安全性还比较认同,但最不满意的是商品的质量。因此,希望淘宝提升商品质量,严格控制假冒伪劣商品,并结合实际情况,从交互性、商品内容、感官体验等维度逐步提升手机淘宝的用户体验水平。
[Abstract]:The popularity of the rapid development of mobile Internet and online shopping, mobile shopping which came into being and flourishing, more and more enterprises begin to realize the mobile Internet contains huge business opportunities, have the layout of the mobile Internet strategy, mobile shopping software such as bamboo shoots after a spring rain continue to emerge. The mobile shopping market emerging in addition to facing the store and traditional network shopping market competition, also face fierce competition to seize the mobile shopping market. The trend of mobile Internet hit, the shopping experience is hitherto unknown change, mobile shopping platform to bring convenience to people, unique shopping experience at the same time, the users of mobile shopping platform experience requirements are also increasing. In the fierce under the competitive environment, shorter cycle iterative mobile shopping products, higher requirements, so that enterprises should not only consider the technical factors, We should pay more attention to user experience platform, the user centered design idea to use mobile shopping software. The user experience is an important factor affecting the survival and development, experience determines the fate of consumers. At present, our country in the field of mobile Internet user experience research is not much, especially in the field of mobile shopping. More related to the lack of theoretical research. This paper based on the existing literature research, according to the Robert Rubinoff user experience evaluation model, Microsoft usability guidelines and user experience honeycomb model, and combined with the characteristics of mobile shopping platform and author of many years of experience in Internet products, to build a mobile shopping platform user experience evaluation model by collecting data through questionnaires. On this basis, the data reliability, validity analysis, and then found the experimental results and hypotheses by factor analysis and structural equation model analysis The model is consistent, which proved by the interactive content, sensory experience, sense of security, mobile shopping platform user experience model of emotional factors, the six dimensions of logistics mechanism. Finally, the model is applied to the mobile phone Taobao Taobao mobile phone case analysis, the current user experience evaluation, found that users of Taobao's mobile phone through interactive detection, logistics and security also agree, but were not satisfied with the quality of the goods. Therefore, Taobao hopes to enhance product quality, strict control of fake and shoddy goods, combined with the actual situation, from the interactive, commodity content, sensory experience dimensions and gradually improve the mobile phone Taobao user experience level.

【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

【相似文献】