APP在线网购服务体验研究.docVIP

PAGE PAGE 22 APP在线网购服务体验研究——基于手机淘宝的实证 摘要： 随着社会经济的发展，人们的购物方式开始发生变化。以往单纯的网购模式已经不适应现在的购物模式了，现在企业越来越注重消费者体验。笔者便在这个的背景下开展了APP在线网购服务体验研究。 笔者对此项目进行研究主要是为了了解到在消费者进行APP网购时哪些因素会影响消费者的体验和这些因素的影响程度。笔者在本论文中主要是通过发放问卷的方式来收集数据，然后对数据进行效度和信度分析，采用数据后对其进行描述性、方差、相关和回归分析。在研究的最后，笔者验证得到APP网购服务体验有性别差异、APP网购服务体验有网购次数的差异和APP购物者的手机质量与APP网购体验正相关。 关键词： 手机APP，网络购物，服务，体验 APP online shopping service experience research -- Based on the empirical study of mobile phone Taobao Abstract: with the development of social economy, peoples shopping way began to change. In the past a simple online shopping model has not adapted to the current shopping model, and now more and more attention to the consumer experience of enterprises. The author has carried out the APP online shopping service experience research in this background. The author studies this project mainly in order to understand what factors will affect the consumer experience and the impact of these factors when consumers conduct APP online shopping. The author in this paper is mainly through the issuance of questionnaires to collect data, and then the validity and reliability of the data analysis, using the data after the descriptive, variance, correlation and regression analysis. At the end of the study, the author verified that the APP online shopping service experience there are gender differences, APP online shopping service experience has the difference between the number of online shopping and APP shoppers mobile phone quality and APP online shopping experience is positively related. Key words: mobile phone APP, online shopping, service, experience 1 引言 随着互联网技术的不断发展，现在社会人们的购物方式普遍发生变化。人们从早时候的实体线下购物，转变到PC端网购，在随着手机4G网络的发展，越来越多的人开始转到手机端网购。所以随着手机端网购的普及，企业越来越多地将注意力集中到手机端购物。 在这个大趋势下，笔者对APP触屏体验网购服务生产浓重兴趣，想要从多维度来探究APP触屏体验网购服务应注意的几点，并且以此来找出消费者现在所注重的几点服务，及其相应对策。随着社会物质产品高度发展，人们的需要日益多样化、个性化，并且日益追求精神、情感方面的满足；体验式经济已经到来，各个企业若是还没有适应这种营销模式，那么这个企业很有可能会被淘汰。伴随移动互动网经济的快速发展，通过APP应用程序购物成为新的潮流。 从中国统计局网站上的数据中，我们可以看到现在我国各个企业通过APP销售着几乎所有的商品，既有组织市场的商品，如：机械设备、大宗通用配件