Research On The Measurement Model Of User Experience Based On Mobil Shopping Platform

With rapid internet development and popular online shopping mode, the mobile shopping way arises and booms, more and more enterprises begin to realize potential huge business opportunities of the mobile Internet and release their mobile Internet strategies one after another. Therefore,mobile shopping software mushrooms. While, emerging mobile shopping market not only faces the competition from entity stores and traditional network, but also the fierce competition for racing to seize mobile shopping market.People's shopping experience is under unprecedented change which bought by mobile Internet. In spite of a convenient and unique shopping experience offered by mobile shopping platform, user experience require more from the mobile shopping platforms. In the fierce competition environment,the iterative cycles of mobile shopping products are shorter, and the requirements are higher. The enterprise should consider the technical factors,meantime, they should attach more importance to the user experience and design the shopping software based on user-centered idea, for user experience is one of the important factors affecting their survival and development and the experience could determines consumers.At present, the study on the user experience of mobile Internet is few.Especially, the theoretical research of mobile shopping is even less.In this paper, on the basis of the existing literature, according to Robert Rubinoff user experience evaluation model, Microsoft usability and user experience guidelines cellular model, combining the features of mobile shopping platformand the product of many years of experience in the Internet, a user experience model of mobile shopping platform is built. The analysis of reliability and validity is carried out based on the data collected from thequestionnaire,and thenthrough the factor analysisand structural equation model, it is found that the experimental results are inreasonableagreement with the assumption of themodel,which proved the user experience model of mobileshopping platform is composed of sixdimensions: interactivity,content,sensory experience,a sense of security,affective factors, and logistics mechanism. In the end, this paper applies the model to mobile phone Taobao as a case analysis, evaluates its current user experience. Trough testing that is known the users accepts the interactivity,logisticsandsecurity of mobile phoneTaobao,except the quality of the goods mostly. Therefore,I hopeTaobaoto enhance the product quality, strictly control the fake and pool products, and combined with the actual situation, gradually improve theuser experience ofmobile phoneTaobao on the dimension of interactive,merchandise content,sensory experience.