社交电商平台用户满意度影响因素研究-以小红书为例

社交电商平台用户满意度影响因素研究一一以“小红书”为例摘要如今越来越多的人开始在日常生活中对社交网络进行应用，电子商务也开始针对社交网络进行推动与发展。如今在“社会+”的社交背景下，电子商务正在向社交方向转变，逐步实现电子商务与社交的有机结合，社交电子商务在此背景下得到了全面发展。经研究发现，社交电商用户满意度的影响因素有很多，包括发布内容、产品质量、售后服务等，都影响着用户的使用感受。本文以社交电子商务平台小红书APP为例，对用户满意度展开了调查。其次，分析得出影响用户满意度的因素主要有内容同质化、品牌形象不佳、售后服务体系不完善等问题，并有针对性提出改进措施，为社会化电子商务平台的发展提供参考。关键词：用户满意度：小红书：社交电商：影响因素ABSTRACTSince the number of users in social networks is increasing,the e-commerce industryhas gradually aimed at social networks.In the context of the social age of "social +"traditional e-commerce has changed towards social electronic commerce,and "social"and"e-commerce"are organically combined with each other,and the development has formeda socialsocial electronics.After research,the factors affecting social e-commerce usersatisfaction have a lot,including publishing content,product quality,after-sales service,etc.,affecting users'feelings.This paper uses the social e-commerce platform Xiao HongBook APP as an example,and the user satisfaction has been investigated.Secondly,in thepremise of case analysis,the factors affecting user satisfaction have mainly have problemssuch as consiration,poor brand image,and imperfect after-sales service system,andpropose improved measures for socialization.Development of e-commerce platformprovides reference.Key words:user satisfaction;small red book;social e-commerce;influencing factors目录第1章绪论.71.1研究背景1.2研究意义….11.3国内外研究…1.3.1国外研究1.3.2国内研究2第2章相关概念及小红书的基本情况简介32.1相关概念32.1.1社交电商32.1.2用户满意度322小红书简介第3章小红书用户满意度调查分析3.1研究设计与资料获取.53.2问卷调查分析….53.2.1用户群体单一….53.2.2娱乐需求突出，挖掘潜力巨大.63.2.3隐私保护工作较为出色.….73.3.4信息过多且同质化现象严重.…83.3.5劣质笔记导致品牌形象降低93.3.6与用户之间互动体验良好103.3.7售后服务有待提高10第4章小红书用户满意度提升策略124.1避免内容同质化124.2拓展男性用户群体，124.3提升笔记质量134.4完善售后服务13总结14参考文献15致谢..16附录一17