Assessment Model And Empirical Research On E-Commerce Website Based On Consumer's View Of Angle

On the basis of discussing relevant literatures, by analyzing network marketing and network consumer' s behavior, an evaluation index system of e-commerce Website is established from consumer' s visual angle. This index system mainly includes consumer' s wants, cost, convenience, communication and website's visual presentation, namely 4C +1W pattern. For the assessment of 4C indexes , the index level frame is structured by adopting the Analytic Hierarchy Process, and each of 4C is subdivided into 4 second-level indexes, and in turn this 12 indexes are subdivided into 50 third-level indexes. The weight values of the first-level and second-level indexes are determined respectively through the analytic hierarchy questionnaire of consumer, and a website assessment system is designed which is suitable for consumer. Consumers register this system to assess website information one by one by adopting Five-point Likert-type scales. While website' s visual presentation(i. e. 1W) is assessed by introducing the neural scientific theory, adopting the electrophysiology experiment. During this procedure, Spirit-10 Biofeedback instrument and Spirit Biotrace software are used to draw outθwave and SMR wave derived from brain electric signals of these persons who browse this website page. Because the value ofθ/SMR is related to one' s attention and cognitive, choosingθ/SMR to assess the whole effect of website page greatly improved the comprehension and objectivity of website assessment.In order to prove the practicability of this assessment system, 10 representative tour websites in China is chosen to carry out an empirical analysis in this paper, and make a statistical test for the results. Meanwhile, the management patterns of 10 tour websites are analyzed. Finally, according to the state assessed, some questions existing in present development of tourism e-commerce in China are discussed and some tactics of development are proposed.The results of the research could provide reference value for consumers when choosing websites and using resources from websites, and could provide reference basis in designing and managing e-commerce websites, too. It is also more effective for website operators to assess and improve their network state of marketing , so the research enhances the whole quality and level of the e-commerce websites.