The Research On User Satisfaction Of Alibaba's E-commerce Platform

With the internet applications spread to broader field, China's e-commerce market scale is expanding constantly. As the market competition becoming more and more fierce, Alibaba will face more severe competition environment, although Alibaba's electronic commerce platform has possess the largest proportion market share, Alibaba need to survey the user satisfaction of electronic commerce platform, which can effectively acquire user's consumption experience and actual demand, then, to find out the existing main problems of Alibaba's e-commerce platform, and put forward strategies to improve the service quality and user experience of Alibaba's e-commerce platform, and improve user's satisfaction, enhance the competitive edge of Alibaba's e-commerce platform.This article based on the theory of e-commerce platform user satisfaction analysis, combine the analysis of present situation and the macro environment and industry competition of Alibaba's e-commerce platform, constructed evaluation index system from the perspective of buyers and sellers, and design survey questionnaires on the satisfaction of Alibaba's e-commerce platform, survey content includes user satisfaction and the importance of each indicator. For the questionnaire data analysis, First, the reliability test and validity test were carried out., and make statistics of the different indicators of satisfaction, then make regression analysis of survey data, Analyze the influence of each index on the overall satisfaction, using the four quadrant model, to put forward the improvement strategy model 1 which combined with satisfaction and significance, and put forward the improvement strategy model 2 which combined with satisfaction and importance. Determine the focus of improvement strategy of Alibaba's e-commerce platform after compared the two models. The fishbone diagram was applied to analyze the influencing factors of Alibaba e-commerce platform user satisfaction. Finally, put forward strategies of improving Alibaba's e-commerce platform user satisfaction.This study aim to propose suggestions to enhance Alibaba's e-commerce platform user satisfaction, and also hope that research can provide some reference for other e-commerce platform.