【摘要】：隨著手機(jī)網(wǎng)民的增長和手機(jī)終端的迅速更新,手機(jī)APP的發(fā)展也十分迅速,市場份額、商家投入都越來越多,關(guān)于APP各方面的研究也在不斷增多。在移動技術(shù)日新月異的背景下,不同于使用傳統(tǒng)產(chǎn)品時的一些固定的場景,人們現(xiàn)在可以在隨時隨地使用手機(jī)APP。然而現(xiàn)有的國內(nèi)外文獻(xiàn)中關(guān)于手機(jī)APP的使用場景研究不多且不充分,關(guān)于手機(jī)APP使用滿足的研究也同樣如此。因此研究人們在什么場景下使用什么類型的APP獲得了哪種類型的滿足非常有意義。本文中手機(jī)APP的八分類方法參照已有的分類標(biāo)準(zhǔn)。在滿足方面,本文首先在前導(dǎo)研究中利用扎根理論歸納了五類手機(jī)APP的使用滿足,并在主研究中利用因子分析進(jìn)行了驗證。在場景方面,參照以往文獻(xiàn)場景劃分的方法利用7個維度來劃分手機(jī)APP的場景,并利用二階聚類把場景劃分為“家庭休閑組”、“戶外活動組”、“辦公室工作組”。在進(jìn)一步的研究中,利用卡方檢驗、非參數(shù)檢驗等方法發(fā)現(xiàn)不同的場景下用戶偏愛的APP類型是不同的;使用不同類型APP用戶獲得的滿足是不同的;不同的場景下使用APP用戶獲得的滿足也是不同的。利用logistic回歸、方差分析等方法探索了上述三者的具體相關(guān)關(guān)系。本文也對手機(jī)APP的使用人群進(jìn)行了聚類,研究了人群對APP類型的偏好程度。此外,在得到研究結(jié)論后,本文也結(jié)合市場分析,針對不同類型的APP提出了管理建議。
[Abstract]:With the growth of mobile phone users and the rapid update of mobile phone terminals, the development of mobile phone APP is also very rapid, market share, merchants are more and more investment, and the research on APP is also increasing. In the context of rapid changes in mobile technology, people can now use mobile phone APP. anytime, anywhere, unlike some fixed scenes when using traditional products However, there are few and insufficient studies on the usage scenarios of mobile phone APP in domestic and foreign literature, and the research on mobile phone APP usage satisfaction is the same. So it makes sense to study what kind of satisfaction people get with what kind of APP they use in what scenario. In this paper, the eight classification methods of mobile phone APP refer to the existing classification standards. In the aspect of satisfaction, this paper firstly induces the use satisfaction of five kinds of mobile phone APP by taking root theory in the leading research, and verifies it by factor analysis in the main research. In the aspect of scene, according to the method of scene partition in the previous literature, seven dimensions are used to divide the scene of mobile phone APP, and the scene is divided into "family leisure group", "outdoor activity group" and "office working group" by second-order clustering. In the further research, the methods of chi-square test and nonparametric test are used to find that the APP type preferred by users is different in different scenarios, and the satisfaction obtained by using different types of APP users is different. The satisfaction of using APP in different scenarios is also different. Logistic regression, ANOVA and other methods were used to explore the specific correlation between the above three. This paper also studies the degree of preference of mobile phone APP users to APP type. In addition, based on the market analysis, this paper puts forward some management suggestions for different types of APP.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F49

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本文編號：2378604