拼多多消费者体验影响因素分析及提升策略(附调查问卷)

拼多多消费者体验影响因素分析及提升策略(附调查问卷)(任务书,开题报告,论文16000字)
摘  要
拼多多近三年的发展趋势引发了大众的关注，但是在其拥有空前的裂变式成长时，它的话题度也是随之增长。很多人都会说拼多多的出现代表着民众消费的降级，但是从另一方面看，根据四五线城市的消费水平，去不断刺激一种新兴的消费生活，也代表着他们消费的升级。因此，在很多人都对于拼多多有较大争议时，不妨将大家的感受进行收集，寻找用户痛点，提升用户体验。
论文主要研究了拼多多的消费者体验，通过前期的网上信息收集，得到大致的消费者体验的影响因素，通过构建的假设模型制作对应的问卷，通过小规模试发检测确认无误后，再进行大规模发放问卷收集有效问卷数据，并利用spss进行问卷的信度和效度检测，在结果证明问卷有效过后，最后使用Amos建立结构方程模型，并在模型检测不合格时对模型进行修正，得到有效的消费者体验影响因素的汇总结果。
虽然目前有很多的关于拼多多消费者体验的新闻报道，但是毕竟拼多多是一个新生企业，很少会有具有针对性的学术分析，故为了丰富学术知识库并使论文有更深入的研究价值，本文研究了拼多多的消费者体验影响因素，并基于此为拼多多提出几项改善的建议。
关键词：电子商务；拼多多；消费者体验；结构方程模型

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
 

目  录
摘  要    I
ABSTRACT    I
第1章 绪论    1
1.1研究背景及研究意义    1
1.1.1研究背景    1
1.1.2研究意义    2
1.2国内外研究现状    2
1.2.1国内研究现状    2
1.2.2国外研究现状    3
1.3研究内容与方法    4
1.3.1研究内容    4
1.3.2研究方法    4
1.3.3技术路线    5
第2章 拼多多发展现状    7
2.1拼多多目前发展规模    7
2.2拼多多商家情况    7
第3章 消费者体验模型构建    9
3.1结构方程原理及建模步骤    9
3.1.1结构方程原理    9
3.1.2结构方程建模步骤    10
3.2模型假设    10
3.2.1模型基本变量假设    10
3.2.2假设模型构建    11
第4章 消费者体验模型检验    12
4.1问卷设计与分析    12
4.1.1问卷设计    12
4.1.2数据回收及预处理    12
4.1.3信度与效度检验    13
4.1.4问卷数据分析    14
4.2模型验证    19
4.3结果分析    22
4.4运营建议    23
第5章 结论与展望    25
5.1全文总结    25
5.2本文创新点    25
5.3研究展望    26
参考文献    27
附录  调查问卷    28
致  谢    31