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摘要随着移动互联时代的迅猛发展，基于移动用户庞大的客户群，移动电子商务经历了从无到有、从弱到强的发展过程，已经成为电子商务的重要组成部分。移动购物的发展确实给人们带来了实惠，服务于人们的日常生活。但是由于移动购物缺乏有效监管，商品质量参差不齐，再加上有些商家，故意欺骗消费者，群众满意度急剧下滑，这成了制约移动购物发展的瓶颈。满意度是消费者对商家或者企业的一种评价，是顾客对商家产品质量的信任度。满意度越高，说明顾客对企业或者商家的产品或服务质量越认可。通过对移动购物发展历程、现状的深入研究，顾客满意度直接反应了移动购物发展过程中，所暴露出的问题。30759
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基于以上背景，在参考国内外文献的基础上，通过对企业形象、顾客期望、感知质量、感知价值等方面的研究，建立了相关的结构模型来确定影响顾客满意度的因素。通过发放调查问卷，并借助SPSS和AMOS软件对收集到的数据进行汇总分析和假设检验，从而得出结论。使得移动购物经营者，可以深入了解到影响顾客满意度的诸多因素，并切实加以改善，树立良好的形象，赢得消费者的满意，更有助于促进我国电子商务企业的发展。
关键词：移动购物 满意度 顾客期望 感知质量 感知价值
毕业论文外文摘要
Title Mobile Shopping User Satisfaction Survey Research
Abstract
With the rapid development of mobile Internet era, based on a large customer base of mobile users, mobile e-commerce has experienced the development process from scratch, from weak to strong , and has become an important part of e-commerce. Development of e-commerce has brought tangible benefits to the people indeed, penetrated into all aspects of people's lives. However, due to the lack of effective regulation of mobile shopping, goods of varying quality, And some businesses, deliberately deceive consumers, there is a sharp decline in public satisfaction, which became a bottleneck restricting the development of mobile shopping. Consumer satisfaction is an evaluation of the business or enterprise, but also the confidence of consumers or business or enterprise product quality. The higher the satisfaction, indicating that customers have more recognition to the quality of goods or services to the enterprise or business . Through in-depth research on mobile shopping development and the status quo, Through in-depth research on mobile shopping development, the status quo, customer satisfaction reflect the problems that exposed in the mobile shopping development process. Based on the above background, in reference to literature, Through the research of the corporate image, customer expectations, perceived quality, perceived value and other aspects, created the relevant structural model to determine the factors that affect customer satisfaction. Through questionnaires, and pooled analysis and hypothesis testing to the data that was collected with SPSS and AMOS software ,leading to the conclusion. Making mobile shopping operators insight into the many factors that can affect customer satisfaction, and earnestly improve , establish a good image , win customers satisfaction, but also help promote the development of e-commerce businesses.
Keywords : Mobile shopping, Satisfaction, Customer expectations, Perceived quality, Perceived value
目 次
1 绪论 1
1.1 研究背景 1
1.2 移动电子商务的发展现状及问题 2
1.2.1移动电子商务的特性 2
1.2.2 移动电子商务的发展现状 3
1.2.3 移动电子商务可能存在的问题 3
1.3 研究方法 4