手机淘宝使用行为研究

发布时间：2018-04-03 21:26

本文选题：手机淘宝　切入点：UTAUT　出处：《上海交通大学》2015年硕士论文

【摘要】：在移动互联网时代,以手机淘宝为代表的新型移动电子商务APP一经推出便迅速获得了市场的关注。作为电子商务与移动互联网技术整合的产物,手机淘宝未来拥有巨大的市场潜力和广阔的想象空间。在激烈的同质化市场竞争中,用户的使用意向和使用行为是新产品立足市场和获取用户的关键因素。在这个背景下,有必要通过实证研究了解用户需求,为手机淘宝的未来的发展提供建议。本文从用户的角度出发,探究影响用户使用手机淘宝的关键因素,通过系统梳理过往文献和研究,在UTAUT模型的基础上,引入了感知有趣性和感知风险两个变量,并把使用经验作为调节变量构建研究模型。然后,通过实证研究发现,绩效期望、努力期望、社会影响、感知有趣性和感知风险对使用意向产生显著影响;使用意向正向影响用户使用行为,有利条件对使用;使用经验在模型中并无显著的调节作用。最后依据实证研究结论,对以手机淘宝为代表的移动商务APP如何吸引新用户扩大用户规模,如何改进产品提高用户忠诚度提出了相应的建议与对策。
[Abstract]:In the era of mobile internet, the new mobile e-commerce APP, represented by Mobile Taobao, has quickly gained market attention.As a product of the integration of e-commerce and mobile internet technology, Mobile Taobao has huge market potential and broad imagination in the future.In the fierce homogeneous market competition, the user's intention and behavior are the key factors for the new product to base itself on the market and obtain the user.In this context, it is necessary to understand the needs of users through empirical research to provide suggestions for Mobile Taobao's future development.From the perspective of users, this paper explores the key factors that affect the user's use of Mobile Taobao, and introduces two variables of perceived interest and perceived risk on the basis of UTAUT model.And use experience as a variable to build a research model.Then, through empirical research, we find that performance expectation, effort expectation, social impact, perceived interest and perceived risk have a significant impact on the use intention;The use of experience has no significant moderating effect in the model.Finally, according to the empirical research conclusions, this paper puts forward the corresponding suggestions and countermeasures on how to attract new users to expand the scale of users and how to improve the products to improve the customer loyalty of mobile commerce APP represented by Mobile Taobao.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;G206-F

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