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摘要随着我国互联网的不断发展，传统的外卖形式已慢慢淡出人们的视线，目前市场上有很多用户在一些在线外卖平台上点餐，其中蕴藏的巨大商业利益使更多企业加入到外卖平台的阵营中。但是，各外卖平台为了抢占市场、留住客户，出现了空前的“烧钱”大战，然而对于很多用户而言，实际的体验却乏善可陈，外卖平台和用户之间的关系非常不稳定。如何通过提供优质的服务体验来吸引用户并保持其用户忠诚成为外卖平台需要关注的首要问题。因此，本文研究外卖平台用户体验对用户忠诚的影响具有一定的现实意义。50429
本文首先基于用户体验和用户忠诚的理论背景，结合实际市场情况提出本文研究的问题。其次，围绕该研究问题对相关文献研究进行详细梳理，结合外卖平台的用户使用情况和服务特点，将用户体验分为内容性体验、交互性体验、安全性体验、感受性体验、服务性体验五个维度。然后，在文献回顾的基础上，探讨两者之间的实际关系，构建外卖平台用户体验对用户忠诚的研究模型，提出相关假设。再者，设计问卷，通过问卷调查的方式对用户进行调查，使用SPSS20.0软件进行数据分析，得出外卖平台用户体验对用户忠诚的影响情况。最后，根据研究结果，找出外卖平台用户体验存在的不足，并提出相应的解决建议和展望。
毕业论文关键词:外卖平台; 用户体验; 用户忠诚; 影响
ABSTRACT With the rapid development of the Internet technology, the traditional take-away form has gradually disappeared from people’s sight. Recently, there are many users using online takeaway platform to order the food, which bears the huge commercial interests so that more and more companies add to the takeaway platform camp. However, in order to seize the market and retain customers, there has been a "burn" war between companies. But for many users, the actual experience is not very well, the relationship between the platform and the users is not stable. How to provide quality of service experience to attract customers and maintain user loyalty has become the most important issue to takeaway platform. Therefore, this paper discusses the impact of user experience on user loyalty which has the important practical significance.
The article, firstly, based on the theoretical background of user experience and user loyalty, this paper puts forward the problem of this paper based on the actual market situation. Secondly, it is a summary of the relevant literature research, then puts forward five dimensions of the user experience. Third, based on the review of the literature, this study discusses the practical relationship between the two, and then builds up the model among user experience and user loyalty, puts forward the hypotheses. In addition, design of the corresponding questionnaire, through a questionnaire survey to the users, and use SPSS20.0 software to analyze the data in order to find out the impact of takeout platform’s user experience on user loyalty. Finally, according to the findings, find out the existing shortcomings, and put forward the corresponding solutions and prospects.
Keywords: Takeout Platform; User Experience; User loyalty; Influence
目 录
摘 要 III
ABSTRACT IV
第一章 绪论 1
1.1选题背景及问题提出 1
1.1.1选题背景 1
1.1.2问题提出 1
1.2研究目的及意义 2
1.2.1研究目的 2
1.2.2研究意义