电商购物类APP用户的使用意向影响因素研究

A Study on the Factors Influencing E-commerce Shopping APP Users’ Intention

随着移动网络技术的发展,各种电商购物APP快速应用于市场,极大程度地影响了消费者的购物习惯和行为模式。本文结合电商购物类APP的使用现状,通过市场调研,展开实证研究,提炼出影响电商购物类APP用户使用意向和行为的四个主要因素:便利性、促进因素、个体创新性和感知风险。并在此基础上,分析这四个因素在性别、学历、年龄、职业等不同样本特征影响下的显著性差异,得出相关结论,进而为电商购物APP的开发与推广提出有针对性的对策和建议。

With the advancement of mobile network technology, various e-commerce shopping APPs are quickly applied to the market, which greatly influences shoppers’ purchasing habits and behavior modes. Based on the current situation of e-shopping APPs, market surveys and case studies, this paper extracts four factors influencing e-shoppers’ intention and behavior, namely, convenience, promotion measures, individual innovation and conceived risks. Accordingly, this article analyzes the significant differences of four factors in terms of gender, education, age and profession. Based on the research results, this paper proposes targeted countermeasures and suggestions for shopping APP development and promotion.