电子商务平台交互式顾客信任模型研究

发布时间：2018-08-12 18:02

【摘要】：电子商务时代的到来,以用户体验为核心的电子商务平台交互式系统开发成为交互设计中重要的研究方向,其中的信任系统交互设计成为研究热点。本文以模糊综合评价、结构方程模型等统计学方法为理论基础,采用对用户调研数据定性、定量分析的研究方法,提出基于结构方程模型(SEM)的交互式顾客信任模型(ICT model),基于ICT模型提出黑箱模型,用于优化电子商务平台信任系统交互设计。通过将黑箱模型应用到“吃货地图”项目研究中,表明该模型有助于提升电子商务平台用户体验满意度,实现交互式顾客信任系统设计,优化了交互设计方法。首先根据交互式产品系统分析方法,提出了电子商务平台中影响顾客信任的交互框架各项因素,包括产品、人、活动、情景、技术的因素分析。通过模糊综合评价的方法验证各项因素对信任影响的合理性和有效性,用以进行交互式顾客信任模型建立。其次,根据结构方程模型(SEM)的基本方法,分析影响顾客信任的交互因素,运用结构方程模型(SEM)分析技术,利用问卷调查收集数据,得出影响电子商务中顾客信任行为的因素权重,从而得出基于结构方程模型的交互式顾客信任模型(ICT model)。而后,以层次分析法和模糊评价法为理论基础,基于ICT模型提出了黑箱模型,包括理论层、系统层、准则层。并且基于ICT模型提出的因素系数,搭建了系统层,即信任系统,包括:信誉、分享、惩罚、伙伴以及导航系统。黑箱模型的建立,可以用来优化电子商务平台信任系统交互设计。最后,将黑箱模型应用到实际的“吃货地图”交互设计项目中,完成了“吃货地图”的信任系统设计以及设计准则制定,验证了黑箱模型的交互设计优化能力,有效提升用户体验满意度。本文的研究为电子商务平台信任系统交互设计提供了较为优化的设计方法。将结构方程模型应用于信任模型建模,以提高方法的准确性。利用层次分析法和模糊综合评价法验证了黑箱模型的可行性,并且通过实例证明了黑箱模型的优化能力,最终优化了电子商务平台信任系统交互设计。
[Abstract]:With the advent of e-commerce era, the development of interactive system based on user experience has become an important research direction in interaction design, in which trust system interaction design has become a research hotspot. Based on fuzzy comprehensive evaluation, structural equation model and other statistical methods, this paper adopts qualitative and quantitative analysis methods of user survey data. An interactive customer trust model (ICT model),) based on structural equation model (SEM) is presented. Based on ICT model, a black-box model is proposed to optimize the interaction design of trust system in e-commerce platform. By applying the black-box model to the project of "Food lover map", it is shown that the model is helpful to improve the satisfaction of the user experience of e-commerce platform, to realize the design of interactive customer trust system, and to optimize the interactive design method. Firstly, according to the method of interactive product system analysis, this paper puts forward the factors that affect customer trust in E-commerce platform, including product, people, activity, scenario and technology. The rationality and validity of the influence of various factors on trust are verified by fuzzy comprehensive evaluation, which is used to establish interactive customer trust model. Secondly, according to the basic method of structural equation model (SEM), the interaction factors affecting customer trust are analyzed, and the data are collected by questionnaire by using structural equation model (SEM) analysis technology. The weight of factors influencing customer trust behavior in electronic commerce is obtained, and then the interactive customer trust model (ICT model). Based on structural equation model is obtained. Then, based on the analytic hierarchy process (AHP) and fuzzy evaluation method, a black-box model is proposed based on ICT model, including theoretical layer, system layer and criterion layer. Based on the factor coefficients proposed by the ICT model, a trust system is built, which includes reputation, sharing, punishment, partner and navigation system. The establishment of black box model can be used to optimize the interaction design of trust system in e-commerce platform. Finally, the black-box model is applied to the practical interactive design project of "food lover map", and the trust system design and design criterion of "food lover map" are completed, which verifies the interaction design optimization ability of the black-box model. Improve user experience satisfaction effectively. The research in this paper provides a more optimized design method for the interaction design of trust system in e-commerce platform. The structure equation model is applied to trust model to improve the accuracy of the method. The feasibility of the black-box model is verified by using the analytic hierarchy process (AHP) and the fuzzy comprehensive evaluation method, and the optimization ability of the black-box model is proved by an example. Finally, the interaction design of the trust system of the e-commerce platform is optimized.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F724.6

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