计算机的普及和互联网技术的进步使移动电子商务取得了巨大的发展，它迅速渗透进社会经济生活的各个方面，对传统商业活动产生前所未有的影响，在全球引发了商业运作模式改革的新浪潮。同时，它加速了社会信息化进程，改变了人们生活和工作的方式。其中，B2C移动电子商务作为移动电子商务活动中的一种重要方式，凭借其便利、高效等特性被广大消费者欢迎。另外，B2C移动电子商务由于可以大大降低商家经营成本而深受商家所认可，许多商家在从事传统的营销模式之外，也会开辟移动电子商务经营模式来扩展新的市场。但是，由于互联网环境的特殊性和虚拟性，作为一种新兴的商业运作模式，B2C移动电子商务体现出一些传统的实体经济模式不具备的交易特点，商家在经营模式的转换和运作中还有许多不足之处，使移动用户可能无法在进行B2C移动电子商务交易时获得传统满意的消费体验，导致移动用户流失、对B2C移动电子商务评价不高等现象产生。在竞争激烈的市场环境中，移动用户是商家的无形资产，如何实现移动用户满意，了解在B2C移动电子商务活动中影响移动用户满意度的关键因素，是商家获得竞争优势的关键要素。
本文从移动用户角度出发，以传统移动用户满意度为理论基础，试图构建唯品会B2C移动电子商务移动用户满意度指标体系以及模型，设计移动用户满意度调查问卷以收集数拟进行实证研究，从中发现B2C移动电子商务活动中对移动用户满意度产生影响的关键因索，并据此提出商家应该采取的相应对策，促进B2C移动电子商务的进一步发展。
关键词：唯品会；B2C；移动用户；满意度；调查
Abstract
The popularity of computer technology and the progress of Internet technology has made great progress in mobile e-commerce， it quickly penetrated into all aspects of social and economic life，the unprecedented impact of traditional business activities in the global business model triggered a new wave of business reform. At the same time， it accelerated the process of social information，changed the way people live and work. Among them，B2C mobile e-commerce as mobile e-commerce activities in an important way，by virtue of its convenience，high efficiency and other characteristics of the vast number of consumers welcome. In addition，B2C mobile e-commerce can greatly reduce business costs and businessmen recognized by many businesses in the traditional marketing model，will also open up mobile e-commerce business model to expand the new market. However，due to the particularity and virtuality of the Internet environment， as a new business mode of operation， B2C mobile e-commerce reflects some of the traditional physical economic model does not have the characteristics of the transaction，business models in the business model conversion and operation Many shortcomings， so that mobile users may not be in the B2C mobile e-commerce transactions to obtain traditional satisfaction with the consumer experience，resulting in the loss of mobile users， B2C mobile e-commerce evaluation is not high and so on. In the competitive market environment，mobile users are the intangible assets of the business，how to realize the satisfaction of mobile users，and understand the key factors that affect the satisfaction of mobile users in B2C mobile e-commerce activities. It is the key factor for the business to gain competitive advantage.
Based on the traditional mobile user satisfaction，this paper attempts to construct the B2C mobile e-commerce mobile user satisfaction index system and the model， design the mobile user satisfaction questionnaire to collect the number of empirical research，And find out the key factors that affect the satisfaction of mobile users in B2C mobile e-commerce activities，and then put forward the corresponding countermeasures that businessmen should take to promote the further development of B2C mobile e-commerce.
Key words: CDC; B2C; mobile users; satisfaction; survey
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