本文關鍵詞：移動購物平臺用戶體驗評價模型研究　出處：《南華大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 移動互聯(lián)網(wǎng) 移動購物平臺 用戶體驗

【摘要】：移動互聯(lián)網(wǎng)的快速發(fā)展和網(wǎng)絡購物模式的普及,使得移動購物方式應運而生并蓬勃發(fā)展,越來越多的企業(yè)開始意識到移動互聯(lián)網(wǎng)蘊含著巨大商機,紛紛布局移動互聯(lián)網(wǎng)戰(zhàn)略,移動購物軟件也如雨后春筍不斷涌現(xiàn)。新興的移動購物市場除了面臨實體店和傳統(tǒng)網(wǎng)絡購物市場的競爭之外,同樣還要面臨搶占移動購物市場的激烈競爭。移動互聯(lián)網(wǎng)潮流來襲,人們的購物體驗正被前所未有地改變著,移動購物平臺給人們帶來方便、獨特購物體驗的同時,人們對移動購物平臺的用戶體驗要求也越來越高。在激烈的競爭環(huán)境下,移動購物產品的迭代周期更短、要求更高,使企業(yè)不僅要考慮技術因素,更要重視平臺的用戶體驗,將以用戶為中心的設計思想運用到移動購物軟件中。用戶體驗是影響其生存發(fā)展的重要因素,體驗的好壞決定了消費者的去留。目前,我國在移動互聯(lián)網(wǎng)領域的用戶體驗研究不多,尤其在移動購物領域,更加缺乏相關的理論研究。本文在對現(xiàn)有文獻研究基礎上,根據(jù)Robert Rubinoff用戶體驗評價模型、微軟可用性指南以及用戶體驗蜂窩模型,并結合移動購物平臺的特征和作者多年互聯(lián)網(wǎng)產品從業(yè)經(jīng)驗,構建出移動購物平臺用戶體驗評價模型。通過調查問卷收集數(shù)據(jù),在此基礎上對數(shù)據(jù)進行信度、效度分析,再通過因子分析和結構方程模型分析發(fā)現(xiàn)實驗結果與假設的模型相吻合,這證明了移動購物平臺用戶體驗模型可由交互性、內容、感官體驗、安全感、情感因素、物流機制這六大維度組成。最后,將模型應用于手機淘寶進行案例分析,評價了手機淘寶當前的用戶體驗,通過檢測發(fā)現(xiàn)用戶對手機淘寶的交互性、物流和安全性還比較認同,但最不滿意的是商品的質量。因此,希望淘寶提升商品質量,嚴格控制假冒偽劣商品,并結合實際情況,從交互性、商品內容、感官體驗等維度逐步提升手機淘寶的用戶體驗水平。
[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.

【學位授予單位】：南華大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F274

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本文編號：1416773