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Evaluation of B2C Shopping Site in Perspective of Customer Satisfaction

Author: SunJianFei
Tutor: MengYuLing
School: Shijiazhuang University of Economics
Course: Business management
Keywords: B2C e-commerce Website Evaluation AHP Fuzzy Evaluation
CLC: F49
Type: Master's thesis
Year: 2012
Downloads: 34
Quote: 0
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Abstract


Since the21st century, with the rapid development of network technology ande-commerce, China’s online shopping environment gradually improved, the size ofB2C e-commerce market is increasing, and has produced many well-known shoppingsite, such as Dangdang, Amazon,360buy, VANCL and so on. Our online store notonly won in a competitive market place, but also had a great impact on domesticconsumers’ work and life. Since2008, under the backdrop of the countries’ policy tostimulate domestic demand and the social consumption, the deepening of the onlineshopping services to drive more Internet users through online shopping for dailyconsumption. The frequent promotions of the shopping site also stimulate thepurchasing needs of Internet users in the new, driven by solid growth in onlineshopping, user scale.The annual online shopping market continues to maintain stable and rapiddevelopment, while also facing some of the outstanding issues. Logistics anddistribution service capabilities to enhance slow, constrained the speed of e-commerceservices; Market low-priced competition to become the norm, the ability of themerchant to profit is not enough; Capital market freeze and the subsequentdevelopment support is worrying; Users’ information of shopping site leaks,weakened consumer confidence and so on. These problems have become an importantfactor to restrict the sustained and rapid development of the online retail market, ledmany consumers to prohibitive online shopping, not dare to have a try. This articlestudies on the construction of China’s B2C e-commerce shopping site from theperspective of consumer satisfaction in this environment.This paper first introduces the research related to the basic concepts andtheoretical foundations, then describes the online shopping questionnaire design,distribution and recycling, uses SPSS16.0software to analyze the reliability andvalidity of data collected to ensure the credibility of the survey data, build acomprehensive evaluation index system of B2C e-commerce shopping site on thebasis of analyzing of survey results and repeated discussions; Then, the articledescribes the principles and steps of the analytic hierarchy process and graycomprehensive evaluation method, determine the weight of each evaluation by using Analytic Hierarchy Process; Finally, this paper select the360buy as an example, usesmulti-storey fuzzy comprehensive evaluation method conducted a comprehensiveevaluation of the shopping site, and come to the actual evaluation results of theshopping site. The thesis put forward countermeasures and suggestions to improve theservice quality of B2C shopping site on the basis of the analyzing of the evaluationresults and summarizing the strengths and weaknesses in the process of Web siteoperating, so as to provide a theoretical basis for reference for the construction anddevelopment of China’s B2C e-commerce shopping site in the future.

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CLC: > Economic > Information Industry economy ( Zonglun,)
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