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摘要随着互联网的普及以及电子商务行业的飞速发展，网购已经成为中国消费市场的新势力。中国互联网络信息中心(CNNIC)发布了《第34次中国互联网络发展状况统计报告》显示，截至2014年6月，我国网购用户规模达3.32亿。网购市场规模的不断扩大，促进了电子商务的蓬勃发展，手机移动电子商务也更加得到重视。中国智能手机的普及以及移动互联网技术的快速发展，手机已经成为了人们生活中非常重要的一部分，移动电子商务已经成为目前研究的重要热点领域。移动电子商务正在创造全新的消费模式，对大众的消费行为产生了巨大的影响。本课题主要研究移动和桌面端的用户行为差异，本文主要是通过问卷调查的方式，从网络购物的流程进行设计调查问卷：浏览行为、交易行为、售后反馈，并且通过文献综述以及购物流程提取出影响因素：基本信息、个人背景、信息沟通、风险意识、购物便利，进行分析购物用户的行为差异研究。47843
With the popularity of the Internet and the rapid development of e-commerce industry, online shopping has become a new force of Chinese consumer market. China Internet network information center (CNNIC) issued the 34 times China Internet network development state statistic report shows that as of June 2014, 332 million online users in China. The continuous expansion of online shopping market, promote the vigorous development of e-commerce, mobile e-commerce is also more get attention. China the popularity of smartphones and the rapid development of mobile Internet technology, mobile phone has become a very important part of people's life, mobile e-commerce has become the research important focus in the field. Mobile e-commerce is creating a new consumption patterns, has a huge impact on the public's consumption behavior.This topic mainly studies on the mobile and desktop user behavior, this paper mainly through the way of questionnaire survey, from the network shopping process to carry on the design of questionnaire: browsing behavior, trading behavior, customer feedback, and through literature review and shopping process to extract the influence factors: basic information, personal background, information communication, risk awareness, shopping convenience, shopping analysis the user's behavior differences.
毕业论文关键词：桌面端； 网购； 用户行为
Keyword: The desktop; Online shopping ; User behavior
目 录一、引言 4
（一）研究背景 4
（二）研究内容 4
（三）研究拟解决的问题 5
（四）研究方法 5
（五）技术路线 5
二、文献综述 6
（一）购物的用户行为研究 6
（二）桌面端购物的用户行为研究 6
（三）移动端购物的用户行为研究 6
（四）移动和桌面端购物的用户行为差异的影响因素研究 7
三、移动和桌面端购物的用户行为数据分析 8
（一）调查问卷的设计 8
（二）调查问卷的数据分析 8
四．结论及建议 38
（一）结论 39
（二）建议