本文關(guān)鍵詞：移動(dòng)購(gòu)物平臺(tái)用戶體驗(yàn)評(píng)價(jià)模型研究　出處：《南華大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：移動(dòng)互聯(lián)網(wǎng)的快速發(fā)展和網(wǎng)絡(luò)購(gòu)物模式的普及,使得移動(dòng)購(gòu)物方式應(yīng)運(yùn)而生并蓬勃發(fā)展,越來(lái)越多的企業(yè)開(kāi)始意識(shí)到移動(dòng)互聯(lián)網(wǎng)蘊(yùn)含著巨大商機(jī),紛紛布局移動(dòng)互聯(lián)網(wǎng)戰(zhàn)略,移動(dòng)購(gòu)物軟件也如雨后春筍不斷涌現(xiàn)。新興的移動(dòng)購(gòu)物市場(chǎng)除了面臨實(shí)體店和傳統(tǒng)網(wǎng)絡(luò)購(gòu)物市場(chǎng)的競(jìng)爭(zhēng)之外,同樣還要面臨搶占移動(dòng)購(gòu)物市場(chǎng)的激烈競(jìng)爭(zhēng)。移動(dòng)互聯(lián)網(wǎng)潮流來(lái)襲,人們的購(gòu)物體驗(yàn)正被前所未有地改變著,移動(dòng)購(gòu)物平臺(tái)給人們帶來(lái)方便、獨(dú)特購(gòu)物體驗(yàn)的同時(shí),人們對(duì)移動(dòng)購(gòu)物平臺(tái)的用戶體驗(yàn)要求也越來(lái)越高。在激烈的競(jìng)爭(zhēng)環(huán)境下,移動(dòng)購(gòu)物產(chǎn)品的迭代周期更短、要求更高,使企業(yè)不僅要考慮技術(shù)因素,更要重視平臺(tái)的用戶體驗(yàn),將以用戶為中心的設(shè)計(jì)思想運(yùn)用到移動(dòng)購(gòu)物軟件中。用戶體驗(yàn)是影響其生存發(fā)展的重要因素,體驗(yàn)的好壞決定了消費(fèi)者的去留。目前,我國(guó)在移動(dòng)互聯(lián)網(wǎng)領(lǐng)域的用戶體驗(yàn)研究不多,尤其在移動(dòng)購(gòu)物領(lǐng)域,更加缺乏相關(guān)的理論研究。本文在對(duì)現(xiàn)有文獻(xiàn)研究基礎(chǔ)上,根據(jù)Robert Rubinoff用戶體驗(yàn)評(píng)價(jià)模型、微軟可用性指南以及用戶體驗(yàn)蜂窩模型,并結(jié)合移動(dòng)購(gòu)物平臺(tái)的特征和作者多年互聯(lián)網(wǎng)產(chǎn)品從業(yè)經(jīng)驗(yàn),構(gòu)建出移動(dòng)購(gòu)物平臺(tái)用戶體驗(yàn)評(píng)價(jià)模型。通過(guò)調(diào)查問(wèn)卷收集數(shù)據(jù),在此基礎(chǔ)上對(duì)數(shù)據(jù)進(jìn)行信度、效度分析,再通過(guò)因子分析和結(jié)構(gòu)方程模型分析發(fā)現(xiàn)實(shí)驗(yàn)結(jié)果與假設(shè)的模型相吻合,這證明了移動(dòng)購(gòu)物平臺(tái)用戶體驗(yàn)?zāi)Ｐ涂捎山换バ�、�?nèi)容、感官體驗(yàn)、安全感、情感因素、物流機(jī)制這六大維度組成。最后,將模型應(yīng)用于手機(jī)淘寶進(jìn)行案例分析,評(píng)價(jià)了手機(jī)淘寶當(dāng)前的用戶體驗(yàn),通過(guò)檢測(cè)發(fā)現(xiàn)用戶對(duì)手機(jī)淘寶的交互性、物流和安全性還比較認(rèn)同,但最不滿意的是商品的質(zhì)量。因此,希望淘寶提升商品質(zhì)量,嚴(yán)格控制假冒偽劣商品,并結(jié)合實(shí)際情況,從交互性、商品內(nèi)容、感官體驗(yàn)等維度逐步提升手機(jī)淘寶的用戶體驗(yàn)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(xué)位授予單位】：南華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F274

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本文編號(hào)：1416773