摘要
随着移动互联网的快速发展，移动电子商务已成为数字经济的重要组成部分，而用户粘性作为衡量APP成功与否的关键指标，直接影响平台的持续发展能力。本研究以提升移动电子商务APP用户粘性为核心目标，基于使用与满足理论及技术接受模型，构建了包含功能性体验、社交互动性、个性化服务和界面设计等多维度的分析框架。通过问卷调查法收集数据，并运用结构方程模型对样本进行实证分析，结果表明功能性体验和个性化服务对用户粘性的直接影响最为显著，而社交互动性和界面设计则主要通过间接路径发挥作用。此外，本研究首次引入情感联结变量作为调节因素，发现其在功能性体验与用户粘性之间具有重要的增强效应。基于此，本文提出了一系列针对性策略，包括优化核心功能设计、强化个性化推荐算法以及构建情感驱动的用户体验体系。研究结论不仅为移动电子商务平台提供了科学的实践指导，还拓展了用户粘性研究的理论边界，为后续相关研究奠定了基础。
关键词：移动电子商务；用户粘性；功能性体验；个性化服务；情感联结
Abstract
With the rapid development of mobile internet, mobile e-commerce has become a crucial component of the digital economy. User stickiness, as a key indicator for evaluating the success of an APP, directly influences the platform's sustainable development capabilities. This study focuses on enhancing user stickiness in mobile e-commerce APPs and constructs a multidimensional analytical fr amework based on the uses and gratifications theory and the technology acceptance model, encompassing functional experience, social interactivity, personalized services, and interface design. Data were collected through a questionnaire survey and empirically analyzed using structural equation modeling. The results indicate that functional experience and personalized services have the most significant direct impacts on user stickiness, whereas social interactivity and interface design primarily function through indirect pathways. Additionally, this study introduces emotional connection as a moderating variable for the first time, revealing its important enhancing effect on the relationship between functional experience and user stickiness. Based on these findings, a series of targeted strategies are proposed, including optimizing core function design, strengthening personalized recommendation algorithms, and establishing an emotionally driven user experience system. The conclusions not only provide scientific practical guidance for mobile e-commerce platforms but also expand the theoretical boundaries of user stickiness research, laying a foundation for subsequent related studies.
Keywords：Mobile E-Commerce; User Retention; Functional Experience; Personalized Service; Emotional Connection
目 录
摘要 I
Abstract II
一、绪论 1
(一) 移动电子商务用户粘性研究背景 1
(二) 用户粘性提升策略的研究意义 1
(三) 国内外研究现状分析 2
二、用户粘性影响因素分析 2
(一) 用户行为特征与粘性关系 2
(二) 功能设计对用户粘性的影响 3
(三) 社交互动对用户粘性的促进作用 3
三、用户粘性提升的关键策略 4
(一) 个性化服务的设计与实现 4
(二) 增强用户体验的路径优化 5
(三) 数据驱动的用户需求挖掘 5
四、策略实施效果评估与优化 6
(一) 用户粘性指标体系构建 6
(二) 实验设计与数据分析方法 7
(三) 提升策略的实际应用与反馈 7
结 论 9
参考文献 10
