移动电商消费者购买意愿影响因素分析

Analysis on Influencing Factors of Mobile E-commerce Consumers'Purchase Intention

随着5G技术的不断发展和应用,移动互联网用户近几年井喷式增加,极大地促进了移动互联网用户的增长。该文首先介绍了我国移动电商用户的发展情况,其次分析了影响移动电商消费者购买意向的因素,最后提出了为提高移动电商消费者的购买意愿,需要电商平台、物流、客服、企业各方面的努力和配合,特别是提高第三方支付工具的安全性和便捷性,规范各电商平台的活动力度与方式,提升电商平台客服人员的工作能力和水平,提高线上产品的质量,规范物流行业的工作流程,构建良好的人、货、场购物场景,才能提高消费者在移动终端的活跃度,提升其购买意愿。

With the continuous development and application of 5G technology,mobile Internet users have shown a blowout momentum in recent years,which has greatly promoted the growth of mobile Internet users.This paper first introduces the development of mobile e-commerce users in China.Then it analyzes the factors affecting the purchase intention of mobile e-commerce consumers.Finally,it is proposed that in order to improve the purchase intention of mobile e-commerce consumers,the efforts and cooperation of e-commerce platform,logistics,cus‐tomer service and enterprises are needed,especially to improve the security and convenience of third-party payment tools,standardize the activity intensity and mode of each e-commerce platform,improve the working ability and level of customer service personnel of e-commerce platform,improve the quality of online products standardizing the workflow of the logistics industry and building a good shopping scene of people,goods and stores can improve consumers'activity in mobile terminals and purchase intention.