美团移动团购顾客满意度相关因素探究

　　摘要

　　随着时代的发展，移动互联网已经渗透到人们生活、工作的各个领域。2012年来自移动终端的团购交易额同比增长27倍，移动购物市场规模达到130.3亿元。权威机构预计，2013年部分团购网站的移动端贡献即将赶上PC端的贡献。移动购物未来将成为电子商务第一大细分行业。目前国内团购企业竞争十分激烈，精心布局无线互联网，发展移动端团购网站是残酷竞争环境下的重要选择。商业模式的同源性导致了移动团购服务产品同质化和单一化的倾向严重。这使得顾客越来越看重商家及时。完善的服务。移动端顾客满意度的影响因素研究成为团购企业热切关心的问题。

　　美团网是中国销售额最大的独立团购网站，也是国内较早幵发移动客户端的团购网站之一。本文结合美团网移动客户端自身的特点，并参考移动电子商务用户满意度研究的相关成果，从线上线下两个角度出发，对影响移动团购顾客满意度的两大类因素：移动客户端技术因素和联盟商家服务类产品因素进行研究。通过设计发放问卷、梳理调查结果、借助统计分析工具对问卷进行分析，最终确定了影响移动团购顾客满意度的主要因素，得出各个因素的影响程度，并参照受访者对美团移动团购服务的相关需求和建议，为美团网移动团购顾客满意度的提高途径和移动终端业务的发展提出了参考性的意见。

　　关键词：移动团购；电子商务；用户满意度

　　ABSTRACT

　　Along with the progress of the technology, people's demand of mobility andinformation rise rapidly. Mobile Internet has penetrated into every field of people's life.

　　At 2012 group buying transactions rose 27 times, as the mobile terminal mobileshopping market reached 13.03 billion Yuan with the growth rate of 328.6%. Authorityhas expected proportion of group-buying websites from mobile terminal will reach 40%in 2013.Mobile shopping is about to become the main part of the mobile Internetindustry segment.

　　Domestic group-buying competition is intense. The administrators of domesticgroup-buying websites are realizing that layout wireless Internet market is one of themost important choice. Mobile group-buying services and products have serioustendency of homogeneity,so that customers wish companies to provide timely andcomprehensive services. It will be important to study on the influence factors ofcustomer satisfaction .The Meituan group-buying websites which has been founded inMarch 2010 is one of the earliest established and one of the largest independentgroup-buying websites in China now . The group-buying websites is also the earliestone which have mobile websites clientThis paper selects mobile online group-buying as the research subject and exploresthe influencing factors of customer satisfaction. The operational process of mobileonline group-buying is divided into two parts including shopping online andconsumption offline. Factors affect the customer satisfaction of two categories: mobileclient technology factors and union merchant service products were studied. First 狂questionnaire survey was designed,then we analyzed the questionnair by statisticaltools,and finally determine the main factors that affect mobile group customersatisfaction and its influence degree. Referring to the conclusion have been draw and theopinion of customer demand by the questionnaire, we an find out the way to improvemobile online group-buying customer satisfaction ?

　　Key Words : Mobile online group-buying; Customer satisfaction; Electroniccommerce.
 

　　目录

　　摘要

　　ABSTRACT

　　第1章绪论

　　1.1研究背景

　　1.2研究意义

　　1.3研究方法

　　1.4研究框架

　　第2章文献综述

　　2.1顾客满意度理论

　　2.2网络团购相关概念

　　2.3移动电子商务

　　第3章美团网移动客户端介绍

　　3.1美团网介绍

　　3.2美团网移动客户端介绍

　　3.3美团移动客户端竞争者介绍

　　第4章模型构建

　　4.1美团移动客户端顾客满意度影响因素分析

　　4.2指标体系设计

　　4.3建立模型

　　第5章美团移动客户端用户满意度实证分析

　　5.1问卷调查

　　5.2数据分析处理方法

　　5.3问卷的描述性统计分析

　　5.4问卷信度及效度检验

　　5.5相关分析

　　5.6回归分析

　　5.7模型修正

　　5.8因子满意度-重要度分析

　　第6章结果实证分析及发展对策

　　6.1实证结果分析

　　6.2美团网移动团购业务发展对策

　　第7章总结与展望

　　7.1研究结论

　　7.2研究局限性

　　7.3研究展望

　　参考文献

　　致谢