关键词: 移动网购,用户体验质量,影响因素,结构方程

Abstract: From the dual perspective of consumers of mobile terminal and system users, this study explores the factors affecting the quality of users’ mobile-shopping experiences over the whole process of mobile-shopping. The result shows that the quality of APP, the quality in trading, the quality of after-sales and the quality of mobile network channel are all significantly and positively affecting the quality of the users’ M-shopping experience. Moreover, the test results of the constraining effect of the quality of APP, the quality in trading and the quality of after-sales also show that whether as the constraining factor or non-constraining factor, both APP quality and the quality in trade can significantly affect the quality of users’ M-shopping experience, while the quality of after-sales can affect significantly the quality only as a constraining factor. This conclusion can effectively explain the factors affecting the quality of users’ mobile-shopping experiences over the whole process of mobile-shopping, and at the same time, it reveals the constraining effects between the quality of APP, the quality in trading, and the quality of after-sales.

Key words: mobile-shopping; quality of users’ experience; influencing factors; structure equation