摘要
4G网络和WiFi技术的不断发展以及各类移动终端的不断普及与完善,推动了移动商务的发展。如何设计出提升顾客体验的移动平台成为移动电商的关键竞争要素之一。本文选取两个具有代表性的电商服务提供商——唯品会和聚美优品进行比较分析。通过多模态话语分析,比较了两个APP的用户体验设计与运营绩效,主要包含视觉交互体验、功能设计对比、运营和商业的分析与对比。本文的研究结果发现唯品会偏向于场景化的用户体验,而聚美优品侧重于社交化的用户体验。二者的用户体验设计的差异使得它们的经营绩效有所不同。这一发现对于移动平台的营销管理决策具有一定的借鉴价值。
with the development of 4G network and wifi Technology,as well as the improve-ment and popularity of mobile terminal,mobile business has experienced a rapid development.This makes it a key competitive factor to design a mobile platform enhancing user experience.This article focuses on two representative APP stores: Vipshop and Jumei. Based on multimodaldiscourse analysis,this study compares these two APPs on user experience design and operatingperformance,which cover the visual interaction experience,function design comparison,and oper-ating analysis. The results show that Vipshop focuses on scenarized experience,while Jumei fo-cuses on socialization experience,which leads to the difference of these two firms. This findingmay set references for the mobile platforms to make marketing decisions.
出处
《品牌》
2017年第4期6-17,共12页
Brand
关键词
特卖电商
移动商务
用户体验
多模态话语分析
App Store
Mobile Business
User Experience
Multimodal Discourse Analysis
