淘宝网个性化服务对用户服装购买持续使用的影响

摘要

Along with the boom of online shopping,electronic businesses are carrying an increasing amount of commodities and catering to more and more users.Consumers are disoriented in front of the vast choices of commodities.It's urgent for the platform to improve the user's shopping experience,attract and retain users through explicit and implicit personalized services in various forms.This paper starts from the interaction between personalized service on electronic commerce platform and consumer's clothing buying behavior,which is then abstracted to the infiltration process of "perception-use-continue to use".Based on data from marketing research,the typical C2C website Taobao is selected as a case platform.The consumer continuous usage model is established via SPSS 19.0 data analysis software and AMOS 17.0 structural equation model analysis software.Finally,specific suggestions for electric business platform and online merchants on personalized services are put forward via results testing and data analysis.%随着网购的不断繁荣,电商囊括的商品和用户数也越来越多,人们在海量商品面前变得无所适从.“商品迷向”问题尤为突出,网络平台迫切需要通过各种形式的显隐性个性化服务提高用户购买体验,吸引并留住用户.针对以上问题,以电子商务平台个性化服务与用户服装购买行为的交互为起点,将平台上的交互抽象为“感知-使用-持续使用”的渗透过程进行研究.通过市场调研,选择淘宝网为渗透的案例平台,借助SPSS 19.0数据分析软件和结构方程模型分析软件AMOS17.0建立了用户持续使用模型,最终通过对结果的检验和数据分析为电商平台和入驻商家分别提出了个性化服务建议.