基于动机理论的移动商务服务模式创新

文章从消费者动机理论出发，分析移动商务中消费者的动机与传统消费者的消费动机变化，发现在移动商务中消费者的社会认知和自我价值表现得更加突出。研究表明，移动商务服务模式创新的关键在于弹性、质量和合作性。在移动商务服务模式下，建立合作组织，根据消费者动机建立动态联盟，充分利用移动商务的及时性和便利性，不断拓展移动商务的娱乐模式、广告模式和信贷模式，研发设计和客户并重，促使服务功能多样化，根据用户的个性需求创新服务模式。

An Innovation for the Mobile Commerce Services Based on the Theory of Motivation

Based on the general consumer motivated theory,consumers' motives in mobile commerce services are researched compared with traditional motives.It is found out that in mobile commerce social psychology and cognitive psychology are more prominent.The research shows that the keys to the innovation for mobile commerce services are flexibility,quality and cooperation.This paper makes a comment and depiction of establishing cooperation organization,setting up active groups based on different consumers' interests,...