電子商務(wù)入口網(wǎng)站是數(shù)字化背景下跨境商務(wù)得以實(shí)現(xiàn)的要素并且逐漸成為了關(guān)鍵性的銷售渠道,供全球各地的公司借以招徠在線客戶。公司,特別是零售商的這些觸點(diǎn)研究所產(chǎn)生的影響,推動(dòng)了作為技巧的范式的變革,因?yàn)橛脩艚缑婧陀脩趔w驗(yàn)對(duì)于電子商務(wù)平臺(tái)的建設(shè)、定制和持續(xù)促進(jìn)都對(duì)十分必要的。雖然電子商務(wù)平臺(tái)使得公司能夠進(jìn)行跨國(guó)售賣。文化會(huì)對(duì)市場(chǎng)的諸多特異性產(chǎn)生影響,也會(huì)對(duì)用戶在線購(gòu)物的方式產(chǎn)生影響。在此背景下,本文對(duì)現(xiàn)有的對(duì)中國(guó)電子商務(wù)進(jìn)行的研究實(shí)施分析,這些研究大部分都與此類服務(wù)的應(yīng)用有關(guān)。同時(shí)本文還將對(duì)消費(fèi)者行為的文化層面探究,從不同的角度對(duì)這樣的應(yīng)用進(jìn)行討論。為對(duì)消費(fèi)者行為進(jìn)行解釋,一項(xiàng)調(diào)查對(duì)中國(guó)和歐洲的電子商務(wù)應(yīng)用狀況進(jìn)行了研究,嘗試判定消費(fèi)者消費(fèi)過(guò)程中最為重要的消費(fèi)者體驗(yàn)要素。筆者對(duì)三個(gè)不同群體的觀點(diǎn)進(jìn)行了對(duì)比:第一種,生活于中國(guó)的中國(guó)學(xué)生與年輕職員;第二種,兩所意大利大學(xué)的東方研究學(xué)院畢業(yè)生;第三種,生活于中國(guó)但來(lái)自其他不同國(guó)家的年輕學(xué)生與職員。這些研究的主要觀點(diǎn)是社會(huì)互動(dòng)是在中國(guó)市場(chǎng)中建立電子商務(wù)網(wǎng)站的關(guān)鍵要素。這一趨勢(shì)在新一代群體中尤為明顯,因此對(duì)這一發(fā)現(xiàn)進(jìn)行應(yīng)用能夠確保針對(duì)中國(guó)客戶的（?）戶... 

【文章來(lái)源】：北京外國(guó)語(yǔ)大學(xué)北京市211工程院校教育部直屬院校

【文章頁(yè)數(shù)】：81 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Acknowledgement
摘要
Abstract
Chapter 1. Introduction
Chapter 2. Literature Review
    2.1 E-commerce and e-tail in China
    2.2 UI/UX Cross-cultural studies
        2.2.1 Customer Service
        2.2.2 Customer Service
        2.2.3 Brand Loyalty
    2.3 E-Commerce adoption
        2.3.1 Consumer behavior in China
        2.3.2 Cultural influence in consumer behavior
        2.3.3 User Experience strategies
Chapter 3. Details of Research
    3.1 Research Purpose
    3.2 Theoretical Background
        3.2.1 Design thinking
        3.2.2 Design frameworks
        3.2.3 Customer Journey
    3.3 Research Logic
    3.4 Research Question and Hypotheses
Chapter 4. Methodology
    4.1 Interviews
    4.2 Survey
    4.3 User research
    4.4 User experience comparison
Chapter 5. Data Analysis and Results
    5.1 Interviews
    5.2 Survey
        5.2.1 Descriptive Analysis
        5.2.2 One-way ANOVA test
        5.2.3 Qualitative Analysis
        5.2.4 Factors of customization
    5.3 Usability Test Experiment
        5.3.1 Collaborative filtering approach
        5.3.2 User Interaction
    5.4 Recommendations for UI/UX customization
Chapter 6. Conclusions and Limitations
Chapter 7. Our contribution
References
Appendix 1. Cross-cultural Interface Analysis
Appendix 2. Collectivistic Features Analysis
Appendix 3. Web Usability Assessment
Appendix 4. Collaborative Filtering Approach
Appendix 5. Survey
Appendix 6. Interviews
Appendix 7. Usability Test



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