-I- 中文摘要 随着互联网的不断发展，使用互联网购物移动端的顾客越来越多，购物过程 中，移动客户端也会根据顾客的使用习惯通过技术手段向顾客推荐的产品也为顾 客的购买提供了很好的购物选择。目前来看，我国学者们致力于推荐系统的改进 的研究，对于从顾客角度研究其对推荐系统的满意度成果较少。对于以顾客作为 出发点去了解他们对推荐系统是否满意，进而对使用推荐系统为顾客推荐内容的 企业对其推荐系统提出针对性建议，有助于推荐系统的优化。 本研究以 D&M 模型和 TAM 模型作为建立评价移动电子商务推荐系统顾客满 意度评价指标体系的理论基础并建立评价体系。整理相关文献后，结合本研究的 具体问题，对原模型做出修改，建立新的理论指标体系模型，随后以问卷的调查 方式获取相关数据。并运用层次分析法结合熵权法赋予模型中的指标以权重，最 后运用 Topsis 方法对移动电子商务做出评价并进行比较得出结论，并为电子商务 推荐系统的发展方向提出了合理化建议。 关键词：移动电子商务；推荐系统；D&M 模型；TAM 模型黑龙江大学硕士学位论文 -II- Abstract With the continuous development of the Internet, there are more and more customers using shopping mobile terminals on the Internet. In the process of shopping, mobile clients will also recommend products to customers through technical means according to their usage habits, providing good shopping choices for customers to buy. At present, Chinese scholars are committed to the improvement of the recommendation system, and there are few researches on the satisfaction degree of the recommendation system from the perspective of customers. However, it is necessary to understand the satisfaction of the recommendation system from the perspective of customers, and then to put forward targeted opinions and Suggestions on the mobile e-commerce recommendation system. Based on the D&M model and the TAM model, this study explores the specific factors influencing consumers' satisfaction with the mobile e-commerce recommendation system. After the relevant literature is sorted out and concluded, the original model is modified based on the specific problems of this study, and a new theoretical model is established. Then, the data is obtained through questionnaire survey. The analytic hierarchy process is used to assign weights to the indicators in the model. Finally, the Toscan method is used to evaluate and compare the mobile e-commerce, and the rationalization suggestions for the development direction of the e-commerce recommendation system are put forward. Keywords: Mobile e-commerce; Recommendation system; D&M model; TAM model目录 -III- 目录 中文摘要...........................................................................................................................I Abstract.............................................................................................................................II 绪论.................................................................................................................................. 1 一、研究背景........................................................................................................... 1 二、研究目的与意义............................................................................................... 3 三、国内外研究现状............................................................................................... 5 四、研究内容与思路............................................................................................... 9 五、研究方法..........................................................................................................11 六、创新点............................................................................................................. 12 第一章 电子商务推荐系统相关理论基础.................................................................. 13 第一节 移动电子商务推荐系统............................................................................... 13 一、移动电子商务................................................................................................. 13 二、移动电子商务推荐系统................................................................................. 13 第二节 顾客满意度理论综述................................................................................... 14 一、顾客满意度定义............................................................................................. 14 二、顾客满意度研究............................................................................................. 15 本章小结..................................................................................................................... 17 第二章 移动电子商务推荐系统顾客满意度评价体系构建及权重赋予.................. 18 第一节 移动电子商务推荐系统顾客满意度指标体系设计依据........................... 18 一、D&M 模型相关理论....................................................................................... 18 二、技术接受模型相关理论................................................................................. 19 第二节 移动电子商务推荐系统顾客满意度评价指标体系建立........................... 21 第三节 移动电子商务推荐系统顾客满意度评价指标体系验证........................... 23黑龙江大学硕士学位论文 -IV- 一、移动电子商务推荐系统用户满意度相关性分析......................................... 23 二、移动电子商务推荐系统用户满意度的回归分析......................................... 23 第四节 移动电子商务推荐系统顾客满意度评价指标权重赋予........................... 26 一、层次分析法原理及步骤................................................................................. 27 二、熵权法原理及步骤......................................................................................... 30 三、AHP-熵权法的权重赋予方法........................................................................ 31 四、移动电子商务推荐系统顾客满意度评价指标体系权重赋予..................... 31 本章小结..................................................................................................................... 27 第三章 问卷数据与数据收集...................................................................................... 40 第一节 问卷设计....................................................................................................... 40 一、问卷初步设计................................................................................................. 40 二、问卷预测试..................................................................................................... 41 三、探索性因子分析............................................................................................. 43 第二节 数据收集....................................................................................................... 44 一、调查对象的选取............................................................................................. 44 二、调查问卷的发放............................................................................................. 44 第三节 问卷描述统计分析....................................................................................... 44 一、问卷收回......................................................................................................... 44 二、问卷数据初步整理......................................................................................... 44 本章小结..................................................................................................................... 46 第四章 移动电子商务推荐系统顾客满意度 TOPSIS 评价分析................................ 47 第一节 TOPSIS 评价分析........................................................................................... 47 一、Topsis 评价原理及步骤.................................................................................. 47 二、淘宝与京东电子商务推荐系统顾客满意度 Topsis 评价............................. 48 第二节 评价结果分析............................................................................................... 51 一、评价结果准确性分析..................................................................................... 51目录 -V- 二、评价结果应用分析......................................................................................... 51 本章小结..................................................................................................................... 52 结论与展望.................................................................................................................... 53