基于序关系分析法的泰国电子购物网站综合评价

发布时间：2018-10-21 18:52

【摘要】：随着信息技术、计算机网络的发展,互联网正在成为一个非常重要的工具,利用互联网的计算机用户正在持续增加,互联网贸易被称为是最大的电子购物贸易。泰国鼓励中小型企业广泛利用电子购物网站,拓展贸易往来、市场营销。针对泰国电子购物网站的状况,建立一个购物网站的评价模型,对泰国的10个购物网站进行了综合评价。本文的主要工作： (1)本文在阅读参考相关文献的基础上以及作者自身的网购经验,从8个层面,即信息层面、商品层面、安全层面、技术层面、服务层面、体验层面、经济层面和情感层面,并进一步将8个一级指标拓展为24个二级指标。 (2)设计了两种类型问卷调查,调查主要分成两份问卷；①专家问卷调查；选取泰国最受欢迎的10个购物网站作为被评价对象,每个网站需确定每层评价指标的序关系,即根据重要性程度对评价指标进行排序。②消费者问卷调查。 (3)运用序关系分析法确定评价指标权重,根据调查所得到的评价指标数据对10个购物网站进行了综合评价。在此基础上,提出了一些措施或者建议。首先,有助于泰国购物网站创建者把握购物网站的整体性能及运营状况,以便创建出更吸引顾客的购物网站。其次,为电子购物网站新模式的建立提供了一定的参考意见。最后对于网络监管部门来说,对于其制定相应的行业标准和规范来引导电子购物的发展也具有重要的借鉴价值。
[Abstract]:With the development of information technology and computer network, the Internet is becoming a very important tool. Thailand encourages small-and-medium-sized enterprises to make extensive use of e-shopping websites to expand trade and marketing. According to the situation of Thailand electronic shopping website, a shopping website evaluation model is established, and 10 shopping websites in Thailand are comprehensively evaluated. The main work of this paper is as follows: (1) on the basis of reading the relevant literature and the author's own experience of online shopping, this paper is divided into eight levels, that is, information level, commodity level, security level, technology level, service level, and so on. Experience level, economic level and emotional level, and further expand the 8 primary indicators into 24 secondary indicators. (2) designed two types of questionnaires, the survey is divided into two questionnaires, 1 expert questionnaire survey; Ten most popular shopping websites in Thailand were selected as the objects of evaluation. Each site should determine the order of each evaluation index. That is, according to the importance of the ranking of evaluation indicators. 2 consumer questionnaires. (3) the use of order relationship analysis method to determine the weight of evaluation indicators, According to the evaluation index data obtained from the survey, 10 shopping websites were comprehensively evaluated. On this basis, put forward some measures or suggestions. First of all, it helps the Thai shopping website creator to grasp the overall performance and operation of the shopping site, in order to create a more attractive shopping site. Secondly, it provides some reference for the establishment of new mode of e-shopping website. Finally, for the network supervision department, it has important reference value to establish the corresponding industry standards and norms to guide the development of electronic shopping.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F49;F713.36;F224

【参考文献】