| Nowadays, with the rapid development of mobile e-commerce, user experience is becoming increasingly important in the B2C mobile shopping. Using technology to improve the mobile shopping’s user experience to better meet the diverse development of mobile e-commerce. In the year of2012, we started a research about user experience for B2C mobile shopping. During the study, we found that more and more users hope to get product information that provide by physical locations surrounding businesses in the process of online mobile shopping. At the same time, we found that the "price" is a prompting user to make shopping decisions sensitive factor. Therefore, the study of the integration of online and offline is a very meaningful job.Currently, both at home and abroad have done a lot of work about the user experience of E-commerce and O2O. Alex Rampell described the key issues of020. Tina Ho and Rebecca Chen focused on how to improve the user experience use of today’s technology. In China, more and more companies have begun to integrate resources of online and offline gradually and increased investment for020. Wei Guoqiang proposed mobile e-commerce business model based on LBS, Li Xianghong analyzed the characteristics and advantages of020business model, and so on. However, the study of the integration of online and offline for mobile B2C is very few. There is no proposed theory or practice related to fit the integration of online and offline.In order to improve the user’s shopping experience how to achieve the integration of mobile B2C online and offline, We have done some work as follows:Firstly, we extracted the main component of total user experience for B2C mobile shopping thought empirical analysis of the shopping process, which current mainstream of mobile shopping client. To verify the correctness of it by questionnaire and data analysis.(Note:done in collaboration with partner)The paper found that "price" is the most of sensitive factor by further in-depth analysis, which prompting users to make shopping decisions.Secondly, this paper put forward a solution, which is the integration of online and offline for mobile B2C by combine with three elements that include product prices, product keywords and location information. Based on the analysis of elements of mobile shopping experience, considering explicit and implicit interaction needs and using online maps as entrance. The solution allows user to online shopping and get the current location of surrounding product information to make purchasing decisions better.Finally, developing a prototype system based Android operating system and using the model of user experience honeycomb to validate the feasibility and effectiveness of the solution.The theoretical values of this paper are mainly the following aspects:· The main components of total user experience for mobile B2C provide information and reference for mobile e-commerce theoretical study.· According to user-centered design principles and considering the explicit and implicit interaction needs put forward a feasible solution, which help to promote the integration of two-way integration of commercial enterprises and business entities and sales channels.The application values of this paper are mainly reflected in the following:· The various elements of total user experience for mobile B2C help e-businesses understanding of the whole process of user mobile shopping objectively and comprehensively.· This paper presents a solution providing decision information about online and offline, allowing users experience of mobile shopping more accuracy and personalized. Consequently, this solution improves mobile shopping experience and brings potential commercial value to the business.In this paper, the price as the main considerations, some B2C businesses also considered an excellent user experience, including product quality, price and service, the integrated of online and offline needs more consideration other factors affecting user shopping decisions apparently. In the future, we will consider the price, sales, product reviews and other factors to promote the integration of online and offline. |
