如何提升移动网购体验——基于用户双重视角体验质量影响因素的实证研究

How to Improve the Experience of Online-Shopping? An Empirical Study Based on the Factors Affecting the Quality of Users' Double Perspective Experience

基于移动网购全过程,从移动端消费者与系统使用者的双重角度出发,探索移动网购用户体验质量的影响因素。研究结果显示,APP质量、交易中质量、交易后质量以及移动互联网渠道质量均显著正向影响移动网购用户体验质量。此外,APP质量、交易中质量和交易后质量的约束效应检验结果表明,APP质量和交易中质量作为约束因素和非约束因素都显著影响移动网购用户体验质量,而交易后质量仅在作为约束因素时显著影响移动网购用户体验质量。研究结论基于用户移动购物的全过程,有效地解释了影响移动网购用户体验质量的因素,同时揭示了APP质量、交易中质量和交易后质量三者之间的约束效应。

From the dual perspective o f consumers of mobile terminal and system users, this study explores the factors affecting the quality of users＇ mobile-shopping experiences over the whole process of mobile-shopping. The result shows that the quality of APP, the quality in trading, the quality of after-sales and the quality of mobile network channel are all significantly and positively affecting the quality of the users＇ M-shopping experience. Moreover, the test results of the constraining effect of the quality of APP, the quality in trading and the quality of after-sales also show that whether as the constraining factor or non-constraining factor, both APP quality and the quality in trade can significantly affect the quality of users＇ M-shopping experience, while the quality of after-sales can affect significantly the quality only as a constraining factor. This conclusion can effectively explain the factors affecting the quality of users＇ mobile-shopping experiences over the whole process of mobile-shopping, and at the same time, it reveals the constraining effects between the quality of APP, the quality in trading, and the quality of after-sales.