Research On Assessment And Analysis About The Ecommerce Sites With Structural Equation Modelings

With the development of computer science and network technology, ecommerce is becoming a significant power in the new economic environment. While the ecommerce getting larger and larger percentage in the future economy, it has shown the profitability in developed countries. However, ecommerce is just in it's infant in China, both the essential establishments and polices are faulty. As to an individual site, it's uncompetitive in the world because of lacking experiences. Therefore finding one's own advantages and disadvantages and learn from international successful sites are important task in front of ecommerce operators and researchers.This thesis started the research from website rank, structured two models of observed variables regressive model and general operation level model with structural equation modeling, analyzed the quality, content and reputation of the site in details. Then the research assessed the influences that speed, history, users reach, page views, link and language had made on the site's rank and operation situation. The research also compared the sites' average levels of China, United state, Hong Kong and Korea and gave explanations by practical experiences. At the end of the thesis the writer brought forward a new websites classification way of users reach-page views matrix and analyzed the characteristics and properties of each class.Structural equation modeling has been led into management research in this thesis and proved to fit the website management very well. The research fruit will help the sites to perfect their quality and improve global reputations, while accelerating the ecommerce environment reform and ecommerce development.