拼多多消費者體驗影響因素分析及提升策略(附調查問卷)

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拼多多消費者體驗影響因素分析及提升策略(附調查問卷)(任務書,開題報告,論文16000字)
摘  要
拼多多近三年的發展趨勢引發了大眾的關注,但是在其擁有空前的裂變式成長時,它的話題度也是隨之增長。很多人都會說拼多多的出現代表著民眾消費的降級,但是從另一方面看,根據四五線城市的消費水平,去不斷刺激一種新興的消費生活,也代表著他們消費的升級。因此,在很多人都對于拼多多有較大爭議時,不妨將大家的感受進行收集,尋找用戶痛點,提升用戶體驗。
論文主要研究了拼多多的消費者體驗,通過前期的網上信息收集,得到大致的消費者體驗的影響因素,通過構建的假設模型制作對應的問卷,通過小規模試發檢測確認無誤后,再進行大規模發放問卷收集有效問卷數據,并利用spss進行問卷的信度和效度檢測,在結果證明問卷有效過后,最后使用Amos建立結構方程模型,并在模型檢測不合格時對模型進行修正,得到有效的消費者體驗影響因素的匯總結果。
雖然目前有很多的關于拼多多消費者體驗的新聞報道,但是畢竟拼多多是一個新生企業,很少會有具有針對性的學術分析,故為了豐富學術知識庫并使論文有更深入的研究價值,本文研究了拼多多的消費者體驗影響因素,并基于此為拼多多提出幾項改善的建議。
關鍵詞:電子商務;拼多多;消費者體驗;結構方程模型

Abstract
The PDD’s development trend of the past three years has attracted public attention, but when it has unprecedented fission growth, its popularity has also increased. Many people will say that the emergence of a lot of people represents the downgrade of people's consumption. But on the other hand, according to the consumption level of the fourth- and fifth-tier cities, to continuously stimulate a new consumer life, it also represents an upgrade of their consumption. Therefore, when many people have a big controversy about PDD, it is worthwhile to collect the feelings of customers, find the pain points of users, and enhance the user experience.
This paper mainly studies the consumer experience of PDD. Through the early stage of the online information collection, this paper get the rough influence factors of consumer experience. After building the hypothesis model and making corresponding questionnaire, this paper issue questionnaire on a small scale, when the questionnaire passed the test, this paper issue questionnaire on a large scale to collect useful data. Using SPSS to test the reliability and validity of the questionnaire, when the questionnaire is proved effectiveness, this paper use Amos to establish structural equation model. Besides, this paper modifies the model, when the model testing are unqualified, in order to get effective factors affecting consumer experience.
Although there are a lot of news reports about the consumer experience of PDD, it is a new born enterprise, and there are few targeted professional analysis. Therefore, in order to enrich the academic knowledge base and make the paper have more in-depth research value. This paper studies the influence factors of the consumer experience and proposes several suggestions for improvement based on this.
Key Words:E-commerce;PDD;Consumer Experience;Structural Equation Model
 

拼多多消費者體驗影響因素分析及提升策略(附調查問卷)


目  錄
摘  要    I
ABSTRACT    I
第1章 緒論    1
1.1研究背景及研究意義    1
1.1.1研究背景    1
1.1.2研究意義    2
1.2國內外研究現狀    2
1.2.1國內研究現狀    2
1.2.2國外研究現狀    3
1.3研究內容與方法    4
1.3.1研究內容    4
1.3.2研究方法    4
1.3.3技術路線    5
第2章 拼多多發展現狀    7
2.1拼多多目前發展規模    7
2.2拼多多商家情況    7
第3章 消費者體驗模型構建    9
3.1結構方程原理及建模步驟    9
3.1.1結構方程原理    9
3.1.2結構方程建模步驟    10
3.2模型假設    10
3.2.1模型基本變量假設    10
3.2.2假設模型構建    11
第4章 消費者體驗模型檢驗    12
4.1問卷設計與分析    12
4.1.1問卷設計    12
4.1.2數據回收及預處理    12
4.1.3信度與效度檢驗    13
4.1.4問卷數據分析    14
4.2模型驗證    19
4.3結果分析    22
4.4運營建議    23
第5章 結論與展望    25
5.1全文總結    25
5.2本文創新點    25
5.3研究展望    26
參考文獻    27
附錄  調查問卷    28
致  謝    31

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