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伴随着移动互联网快速发展,在微信、微博等社交软件上进行商务活动日益频繁,研究移动互联网领域的消费者满意度具有现实意义。本文旨在探究消费者在微信平台购物满意度情况及影响因素。在参看有关消费者满意度研究基础上,通过SPSS22.0进行因子分析。结果表明微商运营因子、微信平台用户体验因子和安全性因子是影响消费者满意度的关键;消费者在微信平台上购物的预期较高,但感知价值偏低。在此基础上,提出提升消费者微信平台购物满意度的一些基本思路。
With the rapid development of mobile Internet, more and more business activities are carried out on social software such as WeChat and Weibo, and research on customer satisfaction in the field of mobile Internet is of practical significance. This article aims to explore consumer satisfaction with shopping in WeChat platform and its influencing factors. Based on a review of consumer satisfaction studies, factor analysis was performed using SPSS 22.0. The results show that the micro-business operation factor, WeChat platform user experience factor and security factor are the key factors affecting consumer satisfaction. Consumers have higher expectation of shopping on WeChat platform but lower perceived value. On this basis, put forward some basic ideas to enhance the shopping satisfaction of consumers WeChat platform.