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论文编号：	8749
作者编号：	2120143010
上传时间：	2016/12/7 22:37:20
中文题目：	B2C电子商务网站评价研究
英文题目：	Evaluation of B2C e-commerce websites
指导老师：	李月琳
中文关键字：	B2C电子商务网站，网站评价，层次分析法
英文关键字：	B2C e-commerce websites, website evaluation,AHP
中文摘要：	随着互联网经济的不断发展，网络消费在社会消费中占有越来越重要的地位，根据联合国发布的《2015年信息经济报告》显示，中国已成为全球最大的B2C市场。据速途研究院《2016年第一季度B2C市场分析报告》研究显示，2016年第一季度，B2C市场首次超过C2C市场，成为我国网络零售市场的主体，占整个网络市场份额的55%。B2C市场的繁荣发展，使B2C网站层出不穷，不仅是互联网企业，苏宁、国美这样的传统零售商也开始建立B2C电子商务网站，B2C市场竞争越来越激烈。 B2C网络购物发展十分迅速，但关于B2C电子商务网站评价相关研究相对较少，目前的研究多是从技术角度或专家角度来评价网站，较少从消费者的角度来评价网站，消费者对于网站的不满意之处及消费者的需求等方面的受关注度较低。然而，消费者的购物体验对于B2C网站来说是非常重要的，关系到B2C网站今后的发展。因此，以消费者产生购物终止行为的影响因素作为切入点，构建B2C电子商务网站评价指标体系具有一定的理论意义和现实意义。 B2C电子商务网站数量的增长，促使消费者可选择的网站也随之增加，当消费者出于某些原因而决定不再在该网站购物时，随时可以选择其他B2C电子商务网站购物。因此，从消费者产生购物终止行为的角度构建B2C电子商务网站评价体系，一方面，可以给面临众多选择的消费者一些参考建议，帮助他们找到适合的网站；另一方面，可以帮助B2C企业了解消费者的需求，采取有针对性地措施，减少甚至避免消费者产生购物终止行为，提高消费者的满意度和忠诚度。 本文首先回顾了国内外电子商务网站评价的研究进展，以消费者产生购物终止行为的影响因素作为切入点，结合前人的研究成果，使用层次分析法构建了B2C电子商务网站评价指标体系，通过问卷调查法收集有效问卷，运用SPSS软件对数据进行分析，将问卷数据作为评分依据对B2C电子商务网站进行评价，并以天猫和京东为例，分别对其进行评价，总结B2C电子商务网站的不足之处，对B2C企业提出相应的建议。
英文摘要：	With the continuous development of the Internet economy, online consumption plays a more and more important role in social consumption, according to the United Nations ‘information economy report in 2015 shows that China has become the world's largest B2C market. According to the Sootoo Institute ‘B2C Market Research Report of the first quarter of 2016 shows that the first quarter of 2016, B2C market was more than C2C market for the first time, become the main body of China's online retail market, accounting for the entire network market share of 55%. B2C market’s prosperity and development, making B2C websites after another, not only the Internet companies, traditional retailers have begun to establish B2C e-commerce sites, such as Suning, Gome, B2C market competition is becoming increasingly fierce. B2C online shopping developed very rapidly, but on the B2C e-commerce website evaluation research is relatively small, the present study always evaluate the site from the technical point or expert point of view, less from the consumer's perspective to evaluate the website, consumers dissatisfied at the websites and their demand are in the low degree of concern. However, consumers’ shopping experience is very important for B2C websites, related to the future development of B2C website. Therefore, it is of theoretical significance and practical significance to construct the evaluation system of B2C e-commerce website with the impact factors of consumers’ shopping stop behavior as the starting point. Increase the number of B2C e-commerce websites, prompting consumers can choose so many websites, when consumers decide to stop at the shopping website for some reasons, you can always choose other B2C e-commerce website shopping. Therefore, produced B2C e-commerce website evaluate system from the perspective of consumer shopping stop behavior, on the one hand, it can give consumers some suggestions when facing many choices, to help them find a suitable website; on the other hand, it can help B2C enterprises understand the needs of consumers, to take targeted measures to reduce or even avoid consumers stop shopping behavior, improving customer satisfaction and loyalty. This paper first reviews the research progress on domestic and foreign evaluation of e-commerce websites, making consumers’ shopping stop behavior as a starting point, combined with previous research results, using AHP to construct the evaluation index system of the B2C e-commerce websites, valid questionnaires were collected through questionnaire survey method, using SPSS to analyze the data, the the questionnaire data as the score based on the evaluation of B2C e-commerce websites, making Tmall and Jingdong as an example, evaluated respectively, this paper summarizes the inadequacies of B2C e-commerce websites, put forward the corresponding suggestions for B2C enterprises.
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