【摘要】：中國(guó)互聯(lián)網(wǎng)絡(luò)信息中心(CNNIC)第三十三次《中國(guó)互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計(jì)報(bào)告》顯示, 截至2013年12月底,我國(guó)網(wǎng)民手機(jī)上網(wǎng)用戶達(dá)到5億,其中手機(jī)瀏覽器用戶規(guī)模為3.6億, 在手機(jī)網(wǎng)民中的滲透率達(dá)70%左右�！苿�(dòng)互聯(lián)網(wǎng)的發(fā)展已經(jīng)在很大程度上影響到未來(lái)人們的 生活方式和商業(yè)發(fā)展方向,移動(dòng)瀏覽器作為一個(gè)重要的移動(dòng)互聯(lián)網(wǎng)接入口在很大程度上能夠 影響到應(yīng)用程序運(yùn)營(yíng)者獲取用戶價(jià)值的程度,因此移動(dòng)瀏覽器成為各大互聯(lián)網(wǎng)公司未來(lái)競(jìng)爭(zhēng) 的一個(gè)重要方向。面對(duì)“剩者為王”的移動(dòng)互聯(lián)網(wǎng)生存規(guī)則,各移動(dòng)瀏覽器如何通過(guò)品牌或 者其它營(yíng)銷活動(dòng)獲取用戶固然重要,但是讓用戶產(chǎn)生持續(xù)的使用,提高用戶黏性也是擺在程 序運(yùn)營(yíng)者面前的問(wèn)題。本文擬從移動(dòng)瀏覽器的現(xiàn)狀出發(fā),分析移動(dòng)瀏覽器的特征,結(jié)合經(jīng)典的用戶持續(xù)使用行 為理論模型和量表,建立以移動(dòng)瀏覽器為主體的用戶黏性量表和理論模型,并通過(guò)SPSS數(shù)據(jù) 分析軟件對(duì)參與調(diào)查人員的用戶使用數(shù)據(jù)進(jìn)行分析,挖掘影響移動(dòng)瀏覽器用戶黏性的影響因 素,進(jìn)而去推測(cè)在移動(dòng)互聯(lián)網(wǎng)中如何強(qiáng)化用戶的忠誠(chéng)度,增強(qiáng)用戶黏性。具體而言,本文基 于對(duì)移動(dòng)瀏覽器的現(xiàn)狀、發(fā)展趨勢(shì)和相關(guān)用戶持續(xù)使用模型的梳理,建構(gòu)移動(dòng)瀏覽器用戶黏 性的影響因素模型。這個(gè)模型以用戶對(duì)移動(dòng)瀏覽器的感知有用性、感知易用性、使用體驗(yàn)、 系統(tǒng)質(zhì)量、用戶期望確認(rèn)度、滿意度和更換成本為自變量,用戶黏性為目標(biāo)變量,在采用定 量方法對(duì)影響用戶黏性的因素加以驗(yàn)證和分析的基礎(chǔ)上得出研究結(jié)論,然后應(yīng)用結(jié)論去指導(dǎo) 實(shí)踐。研究結(jié)果表明移動(dòng)瀏覽器用戶黏性與用戶對(duì)移動(dòng)瀏覽器的感知有用性、感知易用性、使 用體驗(yàn)、系統(tǒng)質(zhì)量、用戶期望確認(rèn)度、用戶滿意度和更換成本有顯著的相關(guān)性。其中在用戶 黏性的影響因素方面,用戶滿意度的影響最為強(qiáng)烈,其次是期望確認(rèn)度和更換成本。在對(duì)假 設(shè)進(jìn)行驗(yàn)證的過(guò)程中,基于模型所建立的所有假設(shè)都得到了驗(yàn)證：用戶對(duì)移動(dòng)瀏覽器的感知 有用性與其期望確認(rèn)度呈正相關(guān)；用戶對(duì)移動(dòng)瀏覽器的感知易用性與其期望確認(rèn)度正相關(guān)； 移動(dòng)瀏覽器的系統(tǒng)質(zhì)量正向影響用戶的期望確認(rèn)度；用戶移動(dòng)瀏覽器的使用體驗(yàn)正向影響其 期望確認(rèn)度；移動(dòng)瀏覽器用戶期望確認(rèn)度與用戶滿意度正相關(guān)；移動(dòng)瀏覽器用戶滿意度與用戶黏性正相關(guān)；移動(dòng)瀏覽器用戶轉(zhuǎn)換成本正向影響用戶黏性。 移動(dòng)瀏覽器用戶黏性影響因素的回歸分析中,模型建立的7個(gè)自變量,有5個(gè)被保留在方程中,其中感知有用性和感知易用性兩個(gè)自變量被剔除在方程之外。數(shù)據(jù)的進(jìn)行進(jìn)一步的分析發(fā)現(xiàn)有用感知和易用感知是用戶的一種主觀評(píng)價(jià),基于個(gè)體的不同而異,因此如果用戶不能準(zhǔn)確的意識(shí)到移動(dòng)瀏覽器對(duì)自己有什么具體的功效,就可能產(chǎn)生對(duì)于問(wèn)題的模糊判斷,因而影響了最后結(jié)果的準(zhǔn)確性；還有一個(gè)重要因素就是感知有用性和感知易用性作為影響移動(dòng)瀏覽器用戶黏性的因素,是基于用戶期望確認(rèn)度這個(gè)中介變量的,用戶的期望確認(rèn)度同樣作為一種用戶主觀認(rèn)識(shí),是建立在用戶使用前的期望和使用后的感觸的基礎(chǔ)上的,用戶使用前對(duì)移動(dòng)瀏覽器的期望在很大程度上影響了確認(rèn)度的水平。 在對(duì)移動(dòng)瀏覽器的用戶黏性影響因素進(jìn)行分析后,基于用戶黏性相關(guān)因素模型的研究和假設(shè),對(duì)回歸模型進(jìn)行總結(jié)的基礎(chǔ)上,研究對(duì)移動(dòng)瀏覽器本身的發(fā)展方向提出了如下建議：一方面要注意移動(dòng)瀏覽器用戶及功能的細(xì)分；另一方面要基于移動(dòng)瀏覽器品牌建立生態(tài)系統(tǒng)；最后就是移動(dòng)瀏覽器本身的系統(tǒng)優(yōu)化。
[Abstract]:The 33rd China Internet Network Information Center (CNNIC) Statistical Report on Internet Development in China shows that
By the end of December 2013, the number of mobile Internet users in China reached 500 million, of which 360 million were mobile browsers.
The penetration rate among mobile Internet users is about 70%.'The development of mobile Internet has greatly affected future people.
Lifestyle and business direction, mobile browsers as an important mobile Internet access port to a large extent can
Mobile browsers will become the future competition of the big Internet companies as they affect the extent to which application operators gain user value
An important direction. Faced with the surviving rules of the "left over" mobile Internet, how each mobile browser passes through the brand or
It's important to get users through other marketing activities, but it's also in the pipeline to make users continue to use them and improve their stickiness.
This paper analyzes the characteristics of mobile browsers from the current situation of mobile browsers, and combines with the classical user persistent use of rows.
For the theoretical model and scale, the user viscosity scale and theoretical model with mobile browser as the main body were established, and SPSS data were used.
Analytical software analyzes the user data of the participants and digs out the factors affecting the user stickiness of mobile browsers.
In particular, this article is based on
In view of the current situation, development trend of mobile browser and the related user persistence model, this paper constructs the mobile browser user sticky
This model is based on the user's perceived usefulness of mobile browsers, perceived ease of use, and user experience.
System quality, user expectation validation, satisfaction and replacement cost are independent variables, and user stickiness is the objective variable.
On the basis of validating and analyzing the factors that affect the user's viscosity, the research conclusion is drawn, and then the conclusion is applied to guide the research.
Practice. The results show that the mobile browser user stickiness and user perception of mobile browser usefulness, perceived ease of use, so that
User experience, system quality, user expectation validation, user satisfaction and replacement cost were significantly correlated.
In terms of influencing factors of viscosity, customer satisfaction is the strongest, followed by expected confirmation and replacement cost.
During the verification process, all the assumptions based on the model are validated: user perception of mobile browsers
Usefulness is positively correlated with expected validation, and user perceived ease of use is positively correlated with expected validation.
The system quality of mobile browsers has a positive impact on the expected validation of users; the user's experience of using mobile browsers has a positive impact on it.
Expected validation; Expected validation of mobile browser users is positively correlated with user satisfaction; User satisfaction of mobile browser is positively correlated with user viscosity; Conversion cost of mobile browser users positively affects user viscosity.
In the regression analysis of influencing factors of mobile browser users'stickiness, five of the seven independent variables were retained in the equation, and the two independent variables of perceived usefulness and perceived ease of use were excluded from the equation. Individuals are different, so if the user can not accurately realize what specific effect the mobile browser has on himself, it may produce a fuzzy judgment of the problem, thus affecting the accuracy of the final results; there is also an important factor is perceived usefulness and perceived ease of use as the impact of mobile browser user stickiness. The factor of sex is based on the intermediary variable of user expectation validation. Users'expectation validation is also a subjective cognition of users. It is based on users' expectations before and after use.
After analyzing the influencing factors of mobile browser's user stickiness, based on the research and hypothesis of user stickiness related factors model, and on the basis of summarizing the regression model, this paper puts forward the following suggestions on the development direction of mobile browser itself: on the one hand, attention should be paid to the segmentation of mobile browser's users and functions; on the other hand, attention should be paid to the segmentation We should build an ecosystem based on the brand of mobile browser, and finally optimize the system of mobile browser itself.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：TP393.092

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