摘要
随着移动互联网技术的快速发展，社交电商作为一种新兴商业模式正在重塑传统电商格局。本研究聚焦社交电商平台用户体验的影响因素，旨在为平台优化提供理论依据和实践指导。研究采用混合研究方法，首先通过文献分析构建理论模型，随后运用问卷调查收集了来自全国31个省份的1,236份有效样本数据，并采用结构方程模型进行实证分析。研究发现，社交互动性、内容质量、系统易用性和个性化推荐是影响用户体验的四个关键维度，其中社交互动性的影响最为显著。研究创新性地揭示了用户参与度在影响因素与用户体验间的中介作用，并发现不同年龄段用户在影响因素感知上存在显著差异。研究结果不仅丰富了社交电商领域的理论研究体系，还为平台运营者提供了具体的优化建议：应着重提升平台的社交功能设计、加强内容质量管控、优化界面交互体验以及完善个性化推荐算法。这些发现对促进社交电商行业的可持续发展具有重要的实践意义。
关键词：社交电商；用户体验；影响因素
Abstract
With the rapid development of mobile internet technology, social e-commerce, as an emerging business model, is reshaping the traditional e-commerce landscape. This study focuses on the influencing factors of user experience in social e-commerce platforms, aiming to provide theoretical foundations and practical guidance for platform optimization. The research adopts a mixed-methods approach, first constructing a theoretical model through literature analysis, followed by collecting 1,236 valid sample data from 31 provinces across the country using questionnaire surveys, and conducting empirical analysis with structural equation modeling. The study identifies four key dimensions affecting user experience: social interactivity, content quality, system usability, and personalized recommendation, with social interactivity having the most significant impact . The research innovatively reveals the mediating role of user engagement between influencing factors and user experience and finds significant differences in factor perception among different age groups. The findings not only enrich the theoretical research system in the field of social e-commerce but also provide specific optimization suggestions for platform operators: they should focus on enhancing the design of social functions, strengthening content quality control, optimizing interface interaction experiences, and improving personalized recommendation algorithms. These findings have important practical significance for promoting the sustainable development of the social e-commerce industry.
Keywords：Social E-commerce; User Experience; Influencing Factors
目 录
摘要 I
Abstract II
一、绪论 1
（一）社交电商平台用户体验研究背景 1
（二）社交电商平台用户体验研究意义 1
（三）社交电商平台用户体验研究现状 2
二、社交电商平台用户行为特征分析 3
（一）用户参与动机与行为模式 3
（二）用户互动行为特征分析 3
（三）用户购买决策影响因素 4
三、社交电商平台功能设计对用户体验的影响 5
（一）界面设计与用户体验关系 5
（二）社交功能对用户粘性的影响 5
（三）推荐算法对购物体验的优化作用 6
四、社交电商平台服务质量评价体系构建 7
（一）用户满意度评价指标体系 7
（二）服务质量关键影响因素识别 7
（三）用户体验优化策略建议 8
结 论 9
参考文献 10
随着移动互联网技术的快速发展，社交电商作为一种新兴商业模式正在重塑传统电商格局。本研究聚焦社交电商平台用户体验的影响因素，旨在为平台优化提供理论依据和实践指导。研究采用混合研究方法，首先通过文献分析构建理论模型，随后运用问卷调查收集了来自全国31个省份的1,236份有效样本数据，并采用结构方程模型进行实证分析。研究发现，社交互动性、内容质量、系统易用性和个性化推荐是影响用户体验的四个关键维度，其中社交互动性的影响最为显著。研究创新性地揭示了用户参与度在影响因素与用户体验间的中介作用，并发现不同年龄段用户在影响因素感知上存在显著差异。研究结果不仅丰富了社交电商领域的理论研究体系，还为平台运营者提供了具体的优化建议：应着重提升平台的社交功能设计、加强内容质量管控、优化界面交互体验以及完善个性化推荐算法。这些发现对促进社交电商行业的可持续发展具有重要的实践意义。
关键词：社交电商；用户体验；影响因素
Abstract
With the rapid development of mobile internet technology, social e-commerce, as an emerging business model, is reshaping the traditional e-commerce landscape. This study focuses on the influencing factors of user experience in social e-commerce platforms, aiming to provide theoretical foundations and practical guidance for platform optimization. The research adopts a mixed-methods approach, first constructing a theoretical model through literature analysis, followed by collecting 1,236 valid sample data from 31 provinces across the country using questionnaire surveys, and conducting empirical analysis with structural equation modeling. The study identifies four key dimensions affecting user experience: social interactivity, content quality, system usability, and personalized recommendation, with social interactivity having the most significant impact . The research innovatively reveals the mediating role of user engagement between influencing factors and user experience and finds significant differences in factor perception among different age groups. The findings not only enrich the theoretical research system in the field of social e-commerce but also provide specific optimization suggestions for platform operators: they should focus on enhancing the design of social functions, strengthening content quality control, optimizing interface interaction experiences, and improving personalized recommendation algorithms. These findings have important practical significance for promoting the sustainable development of the social e-commerce industry.
Keywords：Social E-commerce; User Experience; Influencing Factors
目 录
摘要 I
Abstract II
一、绪论 1
（一）社交电商平台用户体验研究背景 1
（二）社交电商平台用户体验研究意义 1
（三）社交电商平台用户体验研究现状 2
二、社交电商平台用户行为特征分析 3
（一）用户参与动机与行为模式 3
（二）用户互动行为特征分析 3
（三）用户购买决策影响因素 4
三、社交电商平台功能设计对用户体验的影响 5
（一）界面设计与用户体验关系 5
（二）社交功能对用户粘性的影响 5
（三）推荐算法对购物体验的优化作用 6
四、社交电商平台服务质量评价体系构建 7
（一）用户满意度评价指标体系 7
（二）服务质量关键影响因素识别 7
（三）用户体验优化策略建议 8
结 论 9
参考文献 10
