电子商务平台用户满意度研究——以小红书为例

论文总字数：19430字

摘 要

在电子商务行业发展不断壮大、消费者对精品的迫切需求、以及顾客口碑效应普及的前提下，购物分享社区新模式开始走进消费者的生活。以小红书为代表的分享型社区逐渐受到追捧，2014年小红书顺利完成转型成为社区电商模式的代表企业，解决了消费者最迫切想要知道的两大信息：买什么和去哪买，但是随着网易考拉等相似竞争者的加入，跨境电商行业竞争愈加激烈。

对于现在的企业来说，谁能准确的抓住顾客的心意、推出过硬的产品或者服务并长此以往的保持下去，谁就能在市场中占得先机，企业才能更好更稳的经营下去，因此，近几年国内外企业越来越重视顾客满意度的研究，通过研究，企业能直接对话市场，发现企业经营中存在的缺陷和自身存在的优势，从而更有效的进行针对性的改进。

文章选取了社区电商模式代表企业——小红书作为分析对象，通过文献查阅等方法依据满意度理论基础和学者们的满意度模型，确认了影响小红书顾客满意度的重要因素，具体是将其分为包括APP设计、营销及其服务、产品及购买在内的3个一级指标，然后根据一级指标分化出包括板块布局合理性、促销活动、推荐板块质量等在内的15个二级指标，使用问卷调查法进行研究分析，将收集的数据利用线性回归分析等方法全面分析，在此基础上把具有特点的数据单独导出，采用SPSS图表、饼图等图像对比分析，最后结合小红书企业的自身特色提出提出针对性的解决办法，提升平台用户使用质量和感受，进而提升顾客满意度。

由于小红书的特性，对其进行满意度研究，无论是对于跨境电商企业、分享型社区APP、还是二者结合的同类企业，都会有一定的借鉴意义，帮助这类企业取长补短，提升顾客满意度从而实现转型和收益。

关键词：电子商务、用户满意度、问卷调查法、小红书

Research on User Satisfaction of E - commerce Platform —— Taking Red as an Example

Abstract

With the development of e-commerce industry, consumers" urgent demand for high-quality goods, and the popularity of customer word-of-mouth effect, a new shopping sharing community model has begun to enter consumers" lives. The sharing community represented by Red is gradually gaining popularity. In 2014, Red successfully completed its transformation into a representative enterprise of community e-commerce model, solving the two most urgent information consumers want to know: what to buy and where to buy. However, with the addition of similar competitors such as NetEase Koala, the competition in cross-border e-commerce industry has become fiercer.

For today"s enterprises, who can accurately grasp the customer"s mind, launch excellent products or services and maintain them for a long time, will have the first chance in the market and the enterprise will be able to operate better and more stably. Therefore, in recent years, domestic and foreign enterprises have paid more and more attention to the research on customer satisfaction. Through the research, the enterprise can directly talk to the market, find out the defects and advantages existing in the enterprise"s operation, and thus carry out targeted improvement more effectively.

This paper selects Red Riding Book, a representative enterprise of community e-commerce model, as the analysis object, and confirms the important factors affecting the customer satisfaction of Red Riding Book by means of literature review and other methods, specifically dividing it into three first-level indicators including APP design, marketing and its services, products and purchases. Then, according to the first-level indicators, 15 second-level indicators including the rationality of plate layout, promotional activities and recommended plate quality were differentiated and analyzed by using the questionnaire survey method. The collected data were first tested for validity and reliability and then comprehensively analyzed by using descriptive analysis. On this basis, the data with characteristics were derived separately and analyzed by using SPSS charts, cross-analysis charts and other images. Finally, combined with the characteristics of Red Riding Book Company, the targeted solutions were put forward to improve the use quality and feelings of platform users and further improve customer satisfaction.

Due to the characteristics of Red Riding Book, the research on its satisfaction will have certain reference significance for cross-border e-commerce enterprises, shared community APP, or similar enterprises combining the two, helping such enterprises to learn from each other"s strong points and improve customer satisfaction so as to realize transformation and income.

Keywords: e - commerce, user satisfaction, survey analysis, satisfaction factors

目录

摘要 I

Abstract II

第一章 绪论 1

1.1研究背景 1

1.2研究目的及意义 1

1.3研究的内容与思路 2

第二章 文献综述 3

2.1 满意度的研究调查综述 3

2.2 用户满意度的评估 3

2.3 小红书的相关研究 4

第三章 小红书平台用户满意度影响因素 5

3.1 小红书概况 5

3.1.1 功能简介 5

3.1.2 顾客特征 6

3.2 确定用户满意度影响因素 6

3.2.1 APP设计 6

3.2.2 营销及服务 7

3.2.3 产品及购买环节 7

第四章 问卷调查与分析 8

4.1 问卷设计与收集 8

4.1.1 问卷设计 8

4.2数据分析 8

4.2.1数据信度分析 8

4.2.2数据效度分析 9

4.3小红书平台用户满意度评估 9

4.3.1 描述性分析 9

4.3.2 交叉分析 11

4.4结语 11

第五章 小红书提升用户满意度的建议 13

5.1 拓宽海外产品供应链 13

5.2 加大促销力度 13

5.3 重点关注社区笔记功能 13

5.4 解决物流问题 13

致谢 15

参考文献 16

第一章 绪论

1.1研究背景

互联网的迅猛发展催生了我国网购的诞生，以淘宝、京东为首的电商行业走进大众视野，电子商务行业受到多方瞩目，随着电子商务环境的不断优化和行业的不断转型，众多竞争者开始涌入市场，经营领域和方式变化多端。随着消费者对精品需求越来越多，但是目前国内很多产品设计无法满足消费者的需求，因此他们将眼光放到更加成熟的海外产品市场，跨境电商应运而生，现在主要有小红书、网易考拉、宝贝格子等代表企业，其中小红书比较特殊，他的社区优势让它得到了消费者的青睐。

小红书成立于2013年，最初只是作为一个购物攻略，涵盖内容也局限在出境旅游的分享，同年12月，顾客分享社区建立并上线使用，逐渐受到年轻人的追捧，2014年，小红书上线福利社功能，成功转型成为社区跨境电商平台，2018年，小红书年销售额接近百亿，用户数量超过7000万人，并集中在年轻人群体，值得关注的是小红书目前每天新增用户近20万人，小红书的规模和发展使其成为跨境电商行业的领头羊，是全世界最大是社区分享跨境电商平台。尽管在市场占有率和品牌建设上有非常大的优势，但是这几年行业众多竞争者崛起，从产品、服务、物流、支付等等方面给予小红书很大的发展压力，小红书显示出疲软的态势，产品质量、物流方式及速度、信息更新等方面受到多方质疑，如何巩固消费者的信任成为小红书目前的经营难题。

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