Research Of Service Quality Evaluation In M-commerce Based On Linguistic Assessment Information

The coming of 4G networks and the continuous innovation of smart phones,makes mobile e-commerce developed more and more rapidly.The characteristics of mobile e-c ommerce being not the constraints of time and space have greatly changed people's lifest yles and promoted the development of mobile e-commerce.Development is accompa nied by the competition.In recent years,mobile e-commerce market competition has inte nsified,how to improve the industry's service quality has been widely appreciated.The refore,this article will discuss mobile shopping service quality evaluation model and met hod for mobile e-commerce environment to give scientific evaluation conclusions and pr ovide a reference for consumers to choose,and recommendations for companies to impr ove.In the study of existing mobile electronic commerce service quality evaluation,the majority of studies designed to propose evaluation model on the basis of the characteristi cs of mobile e-commerce,and then use the evaluation model to evaluate the quality of s ervice of mobile e-commerce,since the subjectivity of the establishment of evaluation m odel,the evaluation results are not necessarily reliable.Linguistic Assessment Information Group Decision Making is a well-known concep t of language,in many practical group decision-making process,due to the ambiguity an d uncertainty in estimating,policy-makers are accustomed to expressing themselves in th e form of their preferences of phrases,group decision making approach with linguistic as sessment information is described in the form of language information gathering process to give preference information of the entire group.In this paper,the theory of group decision making approach with linguistic assessmen t information,requires the customer to give evaluation information in the form of phrase s afterwards transfers into triangular fuzzy numbers and then calculate the average weigh t of each evaluation index weights,and various evaluation index service quality evaluati on value,the use of fuzzy weighted average operator computing service quality evaluati on value of each dimension,and Finally,calculating the evaluation value and the quality of service language phrase,triangular fuzzy similarity between the number,The highest similarity language phrases is the service quality level.This approach to avoid the excessive subjective factors in the evaluation process,make the evaluation results more objective.According to the description above,the research process of this paper is divided into three parts:The first part,based on the theoretical background of existing research at home and abroad,based on the definition of service quality,literature on the traditional e-commer ce service quality evaluation.We combine the characteristics of mobile e-commerce,theo retical analysis and expert scoring,drawing a conclusion of mobile electronic commerce service quality evaluation model.The second part,the combination of group decision making with linguistic assessme nt information,and service quality evaluation information given by the customer in the f orm of language phrases can be processed,and come up the evaluation method based on t he proposed mobile electronic commerce service quality for linguistic assessment inform ation.The third part,the empirical research over Taobao on the phone as a case study for verification.The first is to determine the effectiveness of the model by empirical researc h and scientific evaluation and then set the phone Taobao as a platform to evaluate the us e of the model-based on the electricity supplier to verify service quality evaluation meth od linguistic assessment information,in order to determine Sciencificty and rationality o f the evaluation method.