發(fā)布時間：2018-04-03 21:26

  本文選題：手機淘寶　切入點：UTAUT　出處：《上海交通大學》2015年碩士論文

【摘要】：在移動互聯(lián)網(wǎng)時代,以手機淘寶為代表的新型移動電子商務(wù)APP一經(jīng)推出便迅速獲得了市場的關(guān)注。作為電子商務(wù)與移動互聯(lián)網(wǎng)技術(shù)整合的產(chǎn)物,手機淘寶未來擁有巨大的市場潛力和廣闊的想象空間。在激烈的同質(zhì)化市場競爭中,用戶的使用意向和使用行為是新產(chǎn)品立足市場和獲取用戶的關(guān)鍵因素。在這個背景下,有必要通過實證研究了解用戶需求,為手機淘寶的未來的發(fā)展提供建議。本文從用戶的角度出發(fā),探究影響用戶使用手機淘寶的關(guān)鍵因素,通過系統(tǒng)梳理過往文獻和研究,在UTAUT模型的基礎(chǔ)上,引入了感知有趣性和感知風險兩個變量,并把使用經(jīng)驗作為調(diào)節(jié)變量構(gòu)建研究模型。然后,通過實證研究發(fā)現(xiàn),績效期望、努力期望、社會影響、感知有趣性和感知風險對使用意向產(chǎn)生顯著影響;使用意向正向影響用戶使用行為,有利條件對使用;使用經(jīng)驗在模型中并無顯著的調(diào)節(jié)作用。最后依據(jù)實證研究結(jié)論,對以手機淘寶為代表的移動商務(wù)APP如何吸引新用戶擴大用戶規(guī)模,如何改進產(chǎn)品提高用戶忠誠度提出了相應(yīng)的建議與對策。
[Abstract]:In the era of mobile internet, the new mobile e-commerce APP, represented by Mobile Taobao, has quickly gained market attention.As a product of the integration of e-commerce and mobile internet technology, Mobile Taobao has huge market potential and broad imagination in the future.In the fierce homogeneous market competition, the user's intention and behavior are the key factors for the new product to base itself on the market and obtain the user.In this context, it is necessary to understand the needs of users through empirical research to provide suggestions for Mobile Taobao's future development.From the perspective of users, this paper explores the key factors that affect the user's use of Mobile Taobao, and introduces two variables of perceived interest and perceived risk on the basis of UTAUT model.And use experience as a variable to build a research model.Then, through empirical research, we find that performance expectation, effort expectation, social impact, perceived interest and perceived risk have a significant impact on the use intention;The use of experience has no significant moderating effect in the model.Finally, according to the empirical research conclusions, this paper puts forward the corresponding suggestions and countermeasures on how to attract new users to expand the scale of users and how to improve the products to improve the customer loyalty of mobile commerce APP represented by Mobile Taobao.
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;G206-F

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本文編號：1706970