B2C电子商务网店用户体验研究——以三只松鼠为例 市场营销专业

B2C 电子商务网店用户体验研究——以三只松鼠为例摘 要互联网的普及与电子商务的发展使零售行业发生了巨大的变化。一大批商户涌入电子商务平台使网络购物的概念深入人心。因此消费者在购物网站的用户体验显得尤为重要。本文以 B2C 为视角，将电子商务网店作为切入口，选取三只松鼠(天猫旗舰店)作为研究对象，通过相关模型理论支持，分别从感官体验、交互体验、浏览体验、情感体验、信任体验五大方面对三只松鼠用户体验现状进行全面剖析。基于以用户为中心的优化流程，对三只松鼠用户特点进行总结和分析，针对用户行为特性生成调查问卷，利用 SPSS 软件分析和确认用户需求，从而获得设计需求点，构建三只松鼠用户体验要素评价体系。根据所得数据进行优化评估，提供合理优化建议，设计优化方案，从而研究网店的用户体验，提高用户对网店的认可度与用户黏度。【关键词】用户体验；B2C 电子商务，三只松鼠Research on user experience of B2C e-commerce online shop---Take three squirrels for exampleAbstractThe popularity of the Internet and the development of e-commerce have made great changes in the retail industry. A large number of merchants pour into e-commerce platform to make the concept of online shopping popular. So user experience in shopping websites is particularly important.This article takes the B2C as the angle of view, and selects three squirrels (Tmall flagship store) as the research object, and through the related model theory support, it analyzes the experience of three squirrels from the five aspects of sensory experience, interactive experience, browsing experience, emotional experience and trust experience. Based on the user centered optimization process, the characteristics of three squirrels are summarized and analyzed, a questionnaire is generated for the user's behavior characteristics, and SPSS software is used to analyze and confirm the user's needs, so as to obtain the design demand point, Gou Jiansan only squirrel user experience factor evaluation...