基于消费者体验的我国B2C电子商务网站评价(附调查问卷)
基于消费者体验的我国B2C电子商务网站评价(附调查问卷)(论文17000字)
摘要：经过十余年的迅速发展，我国B2C电子商务正渐趋成熟，而消费者体验的评价是B2C电子商务网站成功与否的一个关键因素。本文在对现有文献的分析研究的基础上，从消费者体验出发，设计出B2C电子商务网站的评价指标体系，并结合层次分析法和模糊综合评价进行具体的研究分析，以亚马逊中国、苏宁易购、京东为具体案例，帮助网站的管理者了解基于消费者体验的网站运营效果。最后，在此基础上，对目标网站提出简单评价及建议。本研究可以为B2C电子商务网站提高服务质量和消费者对其的评价提供理论依据，作为B2C电子商务网站提高服务质量的参考。
关键词：消费者体验；B2C电子商务网站；AHP层次分析法；FCE模糊综合评价
Evaluation of China's B2C E-commerce Websites Based on Consumers’ Experience
Abstract：With more than ten years’ rapid development, China's B2C e-commerce is gradually becoming mature, and the success of B2C e-commerce sites depends on many factors, one of the key factors of which is the evaluation of the consumers’ experience. Based on the research and analysis of existing literature, starting from the consumer experience,this paper designsa B2C e-commerce website evaluation system, and makes specific research and analysis,combining with the Analytic Hierarchy Process and Fuzzy Comprehensive Evaluation, taking Amazon China,Suning and JD as specific cases to help site managers understand the operation effect of the website which is based on consumers. Finally, on the basis of this, the paper puts forward a simple evaluation and suggestion on the target website. This research can provide a theoretical basis for the improvement of service quality and consumers' evaluation of B2C e-commerce website, as a reference to improve the service quality of B2C e-commerce website.
Key words: Consumers’ Experience; B2C E-commerce Website; AHP Analytic Hierarchy Process; FCE Fuzzy Comprehensive Evaluation
目录
摘要 1
1 引言 3
1.1 研究背景与意义 3
1.2 国内外研究现状 4
1.3 研究方法与思路 5
2 基于消费者体验的电子商务网站评价要素分析 6
2.1 网站商品 6
2.2 网站服务 7
2.3 网站形象 7
2.4 网站安全 8
3 方法原理介绍及实例应用 8
3.1 确定因素集U和评价集V 9
3.2 AHP层次分析法基本原理与步骤 9
3.3 模糊综合评价基本原理与具体应用 11
4 评价结果的原因分析和建议对策 14
4.1 网站商品评价原因分析 14
4.2 网站服务评价原因分析 15
4.3 网站形象评价原因分析 16 [来源：http://Doc163.com]
4.4 网站安全评价原因分析 17
4.5 评价结果的建议对策 18
5 结束语 19
5.1 总结 19
5.2 创新与不足 19
5.3 研究展望 19
参考文献 20
致谢 22
附录 23
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