1 Introduction
Mobile e-commerce refers to e-commerce activities carried out through mobile phones, PDA, PDA and other handheld mobile terminals, and has been applied to banking, instant trading, booking, shopping, entertainment and other fields. Mobile e-commerce is mainly carried out through short messages, websites and other forms. Among them, the website is the main form of mobile e-commerce.
At present, only a few large-scale e-commerce enterprises in China have opened mobile e-commerce websites (such as Taobao), and more enterprises are still in the stage of e-commerce websites targeting users of traditional computer platforms, unable to provide e-commerce services for mobile users. With the continuous improvement and development of 3G services in China, the number of mobile users is bound to exceed that of Internet users, which means huge business opportunities, which will inevitably attract the attention of enterprises and promote the construction process of mobile e-commerce websites.
There are great differences between mobile e-commerce websites and traditional e-commerce, so the construction of mobile e-commerce websites cannot be expected to be realized simply by copying traditional e-commerce websites. Therefore, it is necessary to fully understand the environment of mobile e-commerce websites, analyze the important factors affecting the construction of mobile e-commerce websites, and formulate corresponding strategies to help enterprises build high-quality mobile e-commerce websites so as to seize new business opportunities.
2 mobile e-commerce website environment
The elements that constitute the mobile e-commerce environment mainly include: users, use environment, mobile devices, browsers, Internet access, website structure and content, etc.
(1) Users refer to people who participate in the process of mobile e-commerce.
(2) The use environment refers to the physical environment, social environment and time environment in which users use mobile devices to conduct e-commerce. Among them, the physical environment includes geographical location, weather conditions and so on. Social environment includes economic situation, culture, religious belief and the influence of others on users; Time environment refers to the time point and time limit when users perform tasks.
(3) Mobile devices and browsers. Mobile devices are usually called mobile phones, PDA phones, PDA phones and so on. Have networking ability; Browser refers to the website browsing software installed on mobile devices.
(4) Internet access refers to the connection of mobile devices with wireless networks and wired networks.
(5) The website structure and content refer to the platform for enterprises to provide products and services to users, which is a comprehensive embodiment of the business purpose, information and technology of mobile e-commerce websites.
3 Analysis of the main factors affecting the construction of mobile e-commerce websites
In the process of building a mobile e-commerce website, we need to consider the influence of users, usage environment, mobile devices and browsers, Internet access, website structure and website content on the website. Only in this way can we formulate effective and feasible strategies, make the enterprise's mobile e-commerce successful, and make users use the traditional computer (desktop PC, notebook computer) platform to conduct online transactions on mobile devices.
3. 1 Impact of users and use environment. The biggest feature of mobile e-commerce is mobility, that is, users can visit websites anywhere and under any circumstances. This means that the mobile e-commerce website must meet the specific needs of users in a specific use environment. Therefore, it is necessary to comprehensively consider the user and the use environment, that is, not only the direct influence of the user's needs, past experiences, expectations and mental state on the mobile e-commerce website, but also the user's environment, and pay attention to how the user's needs, expectations and mental state change with the change of the use environment. Only in this way can we fully understand what users hope to achieve through the website in different environments; From the user's point of view, what information or service should the website provide; Whether the information or service is consistent with expectations.
3.2 The impact of mobile devices. The limitations of mobile devices and browsers in device screen size, computing power, input mode and networking speed largely determine the technology adopted in website design, which is mainly reflected in the following aspects:
(1) Mobile devices are weak. There is a big gap between mobile devices and traditional computers in computing power, screen color performance and stable high-speed networking capability, and the capabilities of different mobile devices are also different. These differences make it impossible for mobile e-commerce websites to adopt complex multimedia technology and human-computer interaction technology, and at the same time, they must be compatible with the most extensive mobile devices as much as possible.
(2) Screen limitations of mobile devices. The screen of mobile devices is generally small, so it is impossible to display large paragraphs of text information or large-size pictures on mobile devices, which affects the quality of information obtained by users. Therefore, mobile e-commerce websites must consider how to display as consistent an effect as possible on screens of different sizes, which puts high demands on website page design.
(3) Information input is inconvenient. Mobile devices generally input information through limited keys, so users can't input a large amount of information quickly and efficiently. Mobile e-commerce websites must consider how to help users successfully complete information search and transaction operations with as little investment as possible.
(4) The navigation operation of the browser is inconvenient. When you visit a website on a mobile device, you can't browse the webpage conveniently and quickly with a mouse like a traditional computer, and you can only scroll or switch pages by pressing buttons with up or down functions.
3.3 The impact of Internet access. The impact of Internet access on mobile e-commerce websites is mainly reflected in the availability, security, reliability, networking speed and cost of access. At present, China's mobile network connection speed is not fast, and the charges are high, which makes it impossible for websites to use audio, video and FLASH multimedia to display information to some extent. Therefore, in order to reduce the waiting time of users, the website needs to consider splitting the lengthy information into several pages, so that users can browse them in turn by using the browse function buttons of mobile devices.
3.4 The influence of website structure and content. Without the support of Windows technology, mobile devices can't open multiple web pages at the same time and switch back and forth between multiple web pages like traditional computers, only one web page can be opened at a time. Therefore, unlike traditional e-commerce websites that provide users with rich and comprehensive information as much as possible, mobile e-commerce websites should provide users with the most valuable information, and at the same time provide powerful search functions to help users get the most wanted information conveniently and quickly with as little information input and clicking as possible.
It can be seen that the rationality of website information structure, the availability and expressiveness of information and the convenience of page browsing can have a great impact on users. Accurate information and good information structure are helpful to enhance the commercial value of mobile e-commerce websites. It can provide users with more accurate information and meet their most urgent needs. At the same time, it can help websites break through the limitations of mobile devices and technologies, and realize convenient reading and quick browsing.
4 mobile e-commerce website construction strategy
Factors such as users and environment, software and hardware technology, Internet access, website structure and content conditions determine that mobile e-commerce websites need to adopt different strategies from traditional e-commerce websites in order to make users get a good experience and succeed. These strategies include: comprehensive consideration of business objectives and various factors to determine the overall goal, target customers, user-centered design methods, reasonable information structure, good page design and so on.
4. 1 Establish the overall goal of the website. The primary task of building a mobile e-commerce website is to establish the overall goal of the website. Only by defining the overall goal of the website can we provide a basis for finding the target users of the website and determining the appropriate mobile devices and technologies. In order to determine the overall goal of the website, we can start with the following questions: what is the overall goal of the enterprise; How the mobile e-commerce website will help enterprises achieve their overall goals; Whether the use of electronic mobile commerce websites can improve the profitability of enterprises; Can you create new business opportunities? Under the current business model, whether to provide complete products and services for mobile users or simply create a website for users to obtain information; What kind of information structure can reflect the business value of an enterprise?
4.2 Clear objectives. The overall goal of users' mobile e-commerce website determines what products and services the website will provide, and thus determines which users are the target users. In China, most users of mobile e-commerce websites are young people and business people. It is necessary to conduct sufficient market research in terms of fees, website color and performance, usability and ease of use. , so as to clarify and understand the target users and verify the feasibility of the overall goal.
In order to better understand the target users of mobile e-commerce websites, we can pay attention to the following questions: which users will visit mobile e-commerce websites and what they will do; Under what circumstances will users use the functions of the website; What are the most commonly used and concerned functions of users? How will users' needs change in different environments? What changes should the website support? .
4.3 Determine the applicable mobile devices of the website. The diversity of mobile devices has a great influence on the technologies that can be adopted by mobile e-commerce websites. For example, the screen of a mobile device is very important. We should not only consider the difference in screen size, but also consider how to better display the website on a smaller screen.
In the process of determining the target users, it is necessary to investigate the mobile devices used by the target users, so as to use the most extensive type or types of devices as the main applicable devices of the website. This can reduce the adverse impact of equipment differences on mobile e-commerce websites to a certain extent, and reduce the cost of building websites while adapting to as many mobile devices as possible.
From a technical point of view, the following questions need to be considered: which technologies can help the website to achieve a good human-computer interaction interface; How to achieve beautiful and vivid pages to attract users' attention; What technology can be used to organize information effectively; How to help users find and browse information quickly; Applicability of the adopted technology to mobile devices.
4.5 Reasonable information structure. Only provide functions such as finding products and services quickly, browsing product and service information conveniently, and simplifying transactions. , whether the mobile e-commerce website can let users use the traditional computer (desktop PC, notebook computer) platform to conduct online transactions on mobile devices. Therefore, we must optimize the information structure.
(1) Streamline information. Mobile users have a clear purpose, and mobile e-commerce websites should provide users with the most needed information in the right place. The simpler the better. This also avoids the long waiting time caused by users browsing a large number of pages.
(2) Integrate columns. On the basis of streamlining information, aiming at helping users achieve specific goals, the columns with high relevance are integrated in the form of "tasks".
(3) Organize complex content by drilling down. Use page links to expand information, which is convenient for users to further understand what they are interested in.
(4) Provide limited choices. Follow the "28 principle" to provide users with the most valuable and commonly used information and functions, and ignore other special functions for the time being.
(5) Provide powerful search function. Although you can help users find the most needed information quickly by streamlining information and columns, you should also provide fuzzy search function in the first position of the website (such as the top of the page). At the same time, try to let users use the search function conveniently anywhere on the website.
4.6 Good page design. When designing the pages of a mobile e-commerce website, we should always consider where users visit the website and how to use its functions. On the basis of fully understanding users' needs, the website functions and transaction processes are more humanized and always consistent with users' expectations.
(1) XHTML instead of WAP. The website made by WAP technology has poor interactive ability, which greatly limits the flexibility and convenience of mobile e-commerce system. Using XHTML can solve this problem well.
(2) Adapting to screens of different sizes. Using fluid layout, the web page can adapt to screens with different widths. At the same time, it is convenient for users to browse the web page through the up or down function keys.
(3) Beautify web pages with style sheets. This will not only make the web page more beautiful and uniform in style, but also reduce the dependence of the website on pictures through the changes of fonts and colors.
(4) Minimize user input. Using several options or auxiliary programs can effectively reduce user input. For example, let the user choose a city, or determine the freight by obtaining the user's location information.
(5) Optimize the page jump process. Let users know their current position on the website at any time, and provide convenient navigation for users to go anywhere they want.
5 abstract
Mobile e-commerce is a new business environment, which is influenced by users, usage environment, mobile devices and browsers, Internet access, website structure and content. Therefore, in the process of building e-commerce websites, we must fully consider these factors and adopt correct construction strategies instead of simply imitating traditional e-commerce websites. Only in this way can the mobile e-commerce website better serve the overall goal of the enterprise and become a powerful guarantee for the success of the enterprise.