碩士 / 國立政治大學 / 企業管理研究所(MBA學位學程) / 106 / Abstract
E-commerce has become a universal sales trend that has spread from consumers shopping on their home computers to shopping on their mobile phones through the use of various shopping apps. Much attention has been placed on consumer C2C transactions, especially with respect to consumers’ access to store goods. Simplifying this access, which can be a complicated process, through a new mobile auction app is a highly relevant issue. This study aims to understand the customer experience flow of the most current representative C2C mobile auction app in Taiwan from Shopee Taiwan Co. Ltd. This study adopts a semi-structured depth interview method for users that have over five years of Internet shopping experience in total, and at least three months of experience with the Shopee Mobile Auction App. Both buyers and sellers are classified as users in this study.
The main findings are as follows. 1) Positive experiences with the Shopee Mobile Auction App are due to its clear and intuitive user interface, instant messaging two-way interaction availability, high degree of user privacy, third-party risk reduction payment systems, and convenient logistics through the availability of free shipping. Consumers have the option to pick up their goods at local convenience stores, which simplifies the shipment process for sellers, and leads to a clear and streamlined logistics process. 2) The initial motivation for consumers is the reward of free shipping and public recommendations. 3) The factors behind the continuous use of this mobile auction app service include the positive experience, the free shipping or freight subsidy promotional activities that are often included for both the buyer and seller, the wider product selection than what is offered in physical stores, and the offers for promotional free products with the purchase of related goods. 4) The Shopee Mobile Auction App still leaves something to be desired, including: (a) The processures of putting the items for sale have become time-consuming due to more and more requrements. (b) Standardized evaluations and rating systems may limit reference values. (c) Current promotional messages sent via app notification are easily ignored by users. This study uses the customer journey map to take a broad view of issues related to the traditional online auction process, and uses customer experience-based interviews to examine how the Shopee Mobile Auction App improves on these issues. Finally, based on conducted interviews, several suggestions for improvement of the Shopee Mobile Auction App include the following: 1) increasing the speed of new feature releases, and improve the convenience of the photo upload process; 2) providing promotional incentives for users to complete the evaluation, thereby improving the evaluation mechanism; 3) streamlining push notifications and images; 4) reducing logistical costs; 5) improving user loyalty through implementing a recommendation system.
This study simultaneously considers both sides of C2C commerce (i.e., the sellers and buyers). It focuses on the user point of view, as selling platforms need to be aware of the opportunity to provide a better customer experience, which will in turn attract more users. The findings from this study can assist mobile platform creators with their future development strategies.
| Identifer | oai:union.ndltd.org:TW/106NCCU5735010 |
| Date | January 2018 |
| Creators | 蕭舜如 |
| Contributors | Pai, Pei Yu, 白佩玉 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 80 |
Page generated in 0.0097 seconds