移动互联网技术的快速发展和平板电脑、智能手机等移动终端的普及，都使得移动购物 这一新型的购物模式得到越来越多消费者的青睐。但移动购物企业间面临着产品（服务）同 质化、客户端用户忠诚度低等严重问题，提高用户重复购买率是保持品牌竞争优势、实现企 业盈利与长久发展的重中之重。本文选取移动购物用户为研究对象，立足于用户的移动在线 购物体验，探究影响重复购买意愿的因素，以期能为电商企业提供可供参考的意见或建议。 本文首先在梳理与分析国内外相关文献、厘清各变量间关系的基础上，提出了研究的假 设；然后借鉴 S-O-R 模型，基于顾客满意的视角，以用户的移动在线购物体验为切入点，构 建本研究移动在线购物体验影响重复购买意愿的理论模型。本文主要利用调查问卷采集 263 名半年内有过移动在线购物经历的用户作为实证分析的样本数据，通过数据分析软件定性研 究移动购物用户的在线购物体验与重复购买意愿间的影响机制。最终实证分析结果显示：移 动在线购物体验对顾客满意有显著正向影响；移动在线购物体验对重复购买意愿有显著正向 影响；顾客满意对重复购买意愿有显著正向影响；顾客满意在移动在线购物体验与重复购买 意愿之间充当完全中介的作用。 基于实证分析结果，本文为移动购物企业的发展提出了一些可供参考的策略或建议：（1） 以感官体验为出发点，提升消费者的购物满意度；（2）以情感体验为着力点，构建消费者的 “乌托邦”；（3）以思维体验为切入点，引导消费者自主思考；（4）以行动体验为关键点，优 化消费者的购物流程；（5）以关联体验为重点，加深消费者的忠诚度与归属感。 关键词:移动购物，移动在线购物体验，顾客满意，重复购买意愿II Abstract With the rapid development of mobile Internet technology and the popularity of mobile terminals such as tablet computers and smart phones, mobile shopping, a new shopping mode, has been favored by more and more consumers. However, mobile shopping enterprises are facing serious problems such as homogeneity of products (services) and low customer loyalty. Improving the repeat purchase rate of customers is the most important thing for these enterprises to maintain the brand competitive advantage and realizethe profitabilityandlong-term development.This paperbasedon mobileonline shopping experience, chooses mobile shopping users as the research object to explore the factors affecting the willingness to repeat purchases in order to provide reference opinions or suggestions for these enterprises. Firstly, this paper puts forward the research hypothesis based on combing and analyzing the relevant literature at home and abroad and clarifying the relationship between variables. Then, this paperconstructsatheoreticalmodelofonlineshoppingexperienceaffectingrepeatpurchaseintention from the point of user's mobile online shopping experience, based on the S-O-R model and the perspective of customer satisfaction. In this paper, we gather 263 users who have experienced mobile online shopping in the past six months by questionnaire as sample data for empirical analysis. Through data analysis software, the impact mechanism between online shopping experience and repeat purchase intention of mobile shopping users is qualitatively studied. The final empirical analysis results show that: online shopping experience has a significant positive impact on customer satisfaction; onlineshoppingexperiencehas asignificant positiveimpact onrepeat purchaseintention; customer satisfaction has a significant positive impact on repeat purchase intention; customer satisfaction acts as a complete intermediary between online shopping experience and repeat purchase intention. Based on empirical analysis, this paper puts forward some strategies or suggestions for the development of mobile shopping enterprises. (1) Taking sensory experience as a starting point to improve consumers' shopping satisfaction; (2) Focusing on emotional experience, building a utopia of consumers; (3) Guiding consumers to think independently from the point of thinking experience; (4) Taking action experience as the key point to optimize consumers' shopping process; (5) Focusing on the related experience, deepening the loyalty and belonging of consumers. Key words: Mobile shopping, Online shopping experience, Customer satisfaction, RepurchaseIII willingnessIV 目录 第一章 绪论............................................................................................................................................................. 1 研究背景与研究意义................................................................................................................................ 1 1.1.1 研究背景......................................................................................................................................... 1 1.1.2 研究意义......................................................................................................................................... 3 研究方法与技术路线................................................................................................................................ 3 1.2.1 研究方法......................................................................................................................................... 3 1.2.2 技术路线......................................................................................................................................... 4 研究内容.................................................................................................................................................... 4 可能创新点................................................................................................................................................ 5 第二章 文献综述..................................................................................................................................................... 6 移动购物相关研究.................................................................................................................................... 6 2.1.1 移动商务的概念 ............................................................................................................................. 6 2.1.2 移动购物的概念 ............................................................................................................................. 7 2.1.3 移动购物的特征 ............................................................................................................................. 7 移动在线购物体验理论综述 .................................................................................................................... 7 2.2.1 顾客体验的概念 ............................................................................................................................. 7 2.2.2 移动在线购物体验的概念 ............................................................................................................. 8 2.2.3 移动在线购物体验的维度 ............................................................................................................. 9 顾客满意理论综述.................................................................................................................................. 10 2.3.1 顾客满意的概念 ........................................................................................................................... 10 2.3.2 顾客满意的模型 ............................................................................................................................11 重复购买意愿理论综述 ...........................................................................................................................11 2.4.1 重复购买意愿的概念 ....................................................................................................................11 2.4.2 重复购买意愿的测量 ................................................................................................................... 12 本章小结.................................................................................................................................................. 13 第三章 研究假设与研究模型 ............................................................................................................................... 14 研究假设.................................................................................................................................................. 14 3.1.1 移动在线购物体验与顾客满意的关系........................................................................................ 14 3.1.2 移动在线购物体验与重复购买意愿的关系研究........................................................................ 14 3.1.3 顾客满意与重复购买意愿的关系研究........................................................................................ 15 3.1.4 顾客满意的中介作用 ................................................................................................................... 16 研究模型.................................................................................................................................................. 17 本章小结.................................................................................................................................................. 18 第四章 研究设计................................................................................................................................................... 19 问卷设计.................................................................................................................................................. 19 4.1.1 变量测量....................................................................................................................................... 19 4.1.2 初始问卷....................................................................................................................................... 21 数据收集与分析方法.............................................................................................................................. 21 4.2.1 数据收集....................................................................................................................................... 21 4.2.2 数据分析方法............................................................................................................................... 22 预调研...................................................................................................................................................... 22 4.3.1 探索性因子分析和信度检验 ....................................................................................................... 24 4.3.2 移动在线购物体验的探索性因子分析和信度检验.................................................................... 25 4.3.3 顾客满意的探索性因子分析和信度检验.................................................................................... 28V 4.3.4 重复购买意愿的探索性因子分析和信度检验............................................................................ 29 本章小结.................................................................................................................................................. 30 第五章 实证分析................................................................................................................................................... 31 描述性统计分析...................................................................................................................................... 31 5.1.1 样本统计特征............................................................................................................................... 31 5.1.2 量表统计特征............................................................................................................................... 33 量表检验.................................................................................................................................................. 34 5.2.1 量表的信度分析 ........................................................................................................................... 34 5.2.2 量表的效度分析 ........................................................................................................................... 36 差异性分析.............................................................................................................................................. 42 5.3.1 独立样本 T 检验........................................................................................................................... 42 5.3.2 方差分析....................................................................................................................................... 44 相关分析.................................................................................................................................................. 56 路径分析.................................................................................................................................................. 57 5.5.1 移动在线购物体验对顾客满意的影响分析................................................................................ 57 5.5.2 移动在线购物体验对重复购买意愿的影响分析........................................................................ 60 5.5.3 顾客满意对重复购买意愿的影响分析........................................................................................ 63 顾客满意对移动在线购物体验与重复购买意愿的中介效应分析....................................................... 64 本章小结.................................................................................................................................................. 67 第六章 总结与展望............................................................................................................................................... 68 研究结论.................................................................................................................................................. 68 6.1.1 差异性分析的结论 ....................................................................................................................... 68 6.1.2 移动在线购物体验对顾客满意影响的结论................................................................................ 69 6.1.3 移动在线购物体验对重复购买意愿影响的结论........................................................................ 69 6.1.4 顾客满意对重复购买意愿影响的结论........................................................................................ 70 6.1.5 顾客满意的中介作用 ................................................................................................................... 70 研究建议.................................................................................................................................................. 70 研究局限与展望...................................................................................................................................... 72 6.3.1 研究局限....................................................................................................................................... 72 6.3.2 研究展望....................................................................................................................................... 72