China's B2c E-commerce Website Evaluation Method And Its Application

E-commerce in China experienced a tortuous process. In 2001, My8848 incident got newborn e-commerce in trouble. Two years later, the unexpected disease SARS gave e-commerce new chance to develop. Recent years, e-commerce in China develops steadily and quickly. Though it develops fast, there are also many problems need to solve. This paper is a research on B2C e-commerce website evaluation from consumers'angle.Through analyzing and summarizing researches at home and abroad combined with B2C e-commerce in China, the paper has established conceptual model of customer satisfaction, the model includes factors that affect consumer satisfaction, Also, raised assumptions which show the factors how to affect consumer satisfaction. We design questionnaires aimed at variables in the model to collect data, then, we use the special soft LISREL8.8 to analyze the data. The result show that most assumptions get support.Based on the research of consumer satisfaction, the paper set up the evaluation index system which has sixteen indexes, such as website speed, search function, navigation system, web design and so on. The evaluation methods of this article are Analytic Hierarchy Process (AHP) and Gray Evaluation, the weights are determined by AHP so they can be subjective, at the same time, using Gray function makes evaluators evaluate with more complete standards. Through calculating, according to Maximum Membership Principle, we can judge whether an e-commerce website satisfy the consumers or not.At last, the paper sets Amazon as a concrete example to analyze, and find that it generally satisfy the user. Through analyzing, we come to a conclusion that the Evaluation Index System and the evaluation methods in this research are feasible. This article provides simple and feasible methods for evaluating B2C e-commerce websites. Meanwhile, offer advices about how to enhance Customer Satisfaction.