CAJ | 학술논문

通过对目前国内具有影响力的旅游电子商务企业移动电子商务平台建设情况的调研，筛选出14家提供了移动电子商务网站或手机客户端的网站作为样本，分析移动电子商务网站与传统网站在内容交付及用户期望上存在的差异。研究结果表明：总体上旅游移动电子商务网站建设落后于传统电子商务网站，用户对旅游移动电子商务网站内容的期望与对传统旅游电子商务网站内容的期望存在明显差异。研究进一步利用期望一交付矩阵工具，分析发现了用户对旅游移动电子商务网站内容期望与实际交付之间存在的差异，进而提出旅游移动电子商务网站存在的问题和未来改进的方向。
통과대목전국내구유영향력적여유전자상무기업이동전자상무평태건설정황적조연，사선출14가제공료이동전자상무망참혹수궤객호단적망참작위양본，분석이동전자상무망참여전통망참재내용교부급용호기망상존재적차이。연구결과표명：총체상여유이동전자상무망참건설락후우전통전자상무망참，용호대여유이동전자상무망참내용적기망여대전통여유전자상무망참내용적기망존재명현차이。연구진일보이용기망일교부구진공구，분석발현료용호대여유이동전자상무망참내용기망여실제교부지간존재적차이，진이제출여유이동전자상무망참존재적문제화미래개진적방향。
Through researches on the construction of major tourism mobile e-commerce websites in current China, we have selected 14 mobile e-commerce websites or cell phone client websites, and analyzed the differences in content deliveries and user expectations between mobile e-commerce websites and traditional sites, which concludes that, as a whole, the construction of tourism mobile e-commerce websites are lagging behind that of traditional e - commerce websites, and there exists a significant difference between user expectations on the above two websites. By the matrix analysis of expectation delivery, we then presented the differences between user expectations of tourism mobile e-commerce websites＇ content and actual delivery, and thus raised the current problems of tourism mobile e-commerce websites and feasible suggestions for their future improvements.