B2C移动电子商务中消费者满意度影响因素分析精要.docVIP

摘 要 互联网络的普及推动了我国B2C电子商务的迅速发展，而随着移动通信技术的成熟和移动智能终端的广泛使用，移动电子商务应运而生，电子商务市场的格局发生了改变。在移动商务的世界里，商务平台不再依托于个人电脑，取而代之的是移动智能终端，无线移动网络也取代了有线互联网络。因此，传统Internet电子商务消费者满意度影响因素已不再适用于移动商务中。 在这样的研究背景下，本文以B2C移动电子商务为研究对象，运用理论分析和实证分析相结合的方法，探讨消费者满意度影响因素。在回顾和总结国内外学者对消费者满意度研究成果的基础上，本文结合我国消费者的特点，将满意度的影响因素概括为品牌形象、移动商务平台质量和服务质量三个方面，并构建B2C移动电子商务消费者满意度影响因素研究模型。并运用实证分析方法加以验证，得出结论如下： 1、移动商务平台质量对消费者满意度有正向影响作用。平台质量的三个因子中，操作便利性和平台安全性都正向影响满意度，平台安全性影响程度高于操作便利性。 2、服务质量正向影响消费者满意度。沟通顺畅度和流程便捷性是服务质量的两个因子，都正向影响消费者满意度，而且沟通顺畅度的影响程度大于流程便捷性。 3、品牌形象对消费者满意度没有显著影响关系。 在文章结束部分，对所得出的结果进行分析，对移动电子商务企业如何提升消费者满意度给出了笔者的一点建议，并提出未来研究展望。因此，本论文研究对于移动商务企业的经营发展有着重要的理论和实践意义。 B2C：移动电子商务消费者满意度影响因素?Abstract The popularity of the Internet to promote the rapid development of B2C e-commerce in China, and with the mature of mobile communication technology and the wide use of mobile intelligent terminals, mobile electronic commerce arises at the historic moment, the pattern of e-commerce market has changed. In a world of mobile commerce, e-commerce platform is no longer on personal computers, instead, the mobile intelligent terminals, wireless mobile network also replaced the cable Internet. Therefore, the traditional Internet e-commerce customer satisfaction factors are no longer suitable for mobile commerce. Under such research background, this paper takes B2C mobile e-business as the research object, using the method of combining theoretical analysis and empirical analysis, and explore the factors affecting customer satisfaction. In reviewing and summarizing domestic and foreign scholars on consumer satisfaction, on the basis of research results, this paper combined with the characteristics of consumers in China, summed up factors that influence the degree of customer satisfaction with the brand image, quality and service quality of mobile commerce platform from three aspects, and build B2C mobile e-business model research to the influential factors of customer satisfaction. And verified by utilizing the method of empirical analysi