基于传统PC和移动终端在线购物易用性感知比较研究  

A Comparative Study of Consumer Usability Experience between Online Shopping Using PC and Mobile Devices

作　　者：徐伟丹[1] 李宏汀[2] 

机构地区：[1]浙江工商大学工商管理学院,杭州310018 [2]浙江理工大学心理系,杭州310018

出　　处：《应用心理学》2015年第1期68-75,共8页Chinese Journal of Applied Psychology

基　　金：杭州市科技情报调研项目(20141334M260)

摘　　要：本研究在对移动电子商务比较调查问卷(MCCS)进行中文修订并考察其信度和效度的基础上,对国内大学生用户基于传统PC和移动终端在线购物易用性水平感知进行了比较。结果表明,修订后的MCCS问卷具有较高的信度和效度;基于传统PC和移动终端在线购物在易用性方面的优势不同,前者更多地集中在界面显示和复杂操作等便利性方面,而后者主要在于在线购物的时间地点自由性方面。因此,基于移动终端的在线购物应该是基于PC的重要补充,而不是完全能替代其作用。The present study mainly compared the consumer usability experience differences between PC and mobile commerce in consumer shopping, based on the revision of the Mobile Commerce Comparison Survey （MCCS） . Results showed that the revised Chinese Version of the MCCS had good reliability and validity. On the one hand, shoppers found m-commerce more preferable to e-commerce in shopping from every wished location or time. In the aspects of overall shopping convenience, there existed a significant superiority of e-commerce. However, in the aspects of other items such as shopping for a large product variety no significant difference was fotmd between ecommerce and m-commerce. Therefore, the usability predominance of m-commerce and e-commerce was different and m-commerce can be a shopping medium complementary to the classic e-commerce rather than a direct alternative to it.

关 键 词：移动终端 在线购物 易用性 

分 类 号：F724.6[经济管理—产业经济]