一号店网上超市网站用户体验评价研究

发布时间：2018-04-21 10:25

本文选题：网站用户体验 + 评价指标体系　；参考：《华南理工大学》2015年硕士论文

【摘要】：随着我国互联网经济的迅速腾飞,网络普及率不断攀峰,电子商务发展如火如荼,正逐渐改变着人们的生活方式,越来越多的消费者开始转向网络购物与消费。同时越来越多的企业进入电子商务行业,购物网站不可胜数,竞争也随之越来越激励。电子商务网站作为企业直观为用户提供服务的载体,其用户体验水平直接影响了网站的经营状况,因此对电子商务企业网站评价引起了学者们的纷纷重视。建立网站用户体验评价体系不仅可以延展之前学者对网站评价体系的研究理论,更重要的是可以使网站经营者更好的了解用户体验水平,从而做出针对性的改进,以达到提升顾客满意度和忠诚度,提高企业经营水平的最终目的。本文通过选取一号店网上超市网站为研究对象,构建了一号店网上超市网站用户体验评价体系,该体系包含了感官体验、交互体验、内容体验、情感体验、安全体验五个二级指标和界面设计、色彩搭配等视觉体验,在线服务,个人用户管理和个性化服务等27个三级指标。本研究通过发放问卷量表让用户对一号店网站用户体验进行评分,运用SPSS19.0验证问卷的信度和效度后,对其做主成分分析,验证所提出的用户体验评价体系概念模型。在此之后,邀请专家采用序关系定权法对评价体系中的各个指标的权重加以确定,再通过模糊综合评价法结合回收问卷量表的数据计算一号店网站用户评价的评分,并对评分结果做出针对性分析,提出提高用户体验的发展策略。
[Abstract]:With the rapid development of the Internet economy in our country, the popularization rate of the network is climbing the peak constantly, the development of electronic commerce is in full swing, is changing people's way of life gradually, more and more consumers begin to turn to the network shopping and consumption. At the same time, more and more enterprises enter the e-commerce industry, shopping websites are innumerable, competition is also more and more incentive. E-commerce website is the carrier of enterprise intuitive service for users. The level of user experience directly affects the operating situation of the website. Therefore, the evaluation of e-commerce enterprise website has attracted more and more attention from scholars. The establishment of the website user experience evaluation system can not only extend the previous research theory of the website evaluation system, but also make the website operators better understand the level of user experience, and make targeted improvements. In order to improve customer satisfaction and loyalty, improve the business level of the ultimate goal. Through selecting the online supermarket website of No.1 store as the research object, this paper constructs the evaluation system of the user experience of the online supermarket website of No.1 store, which includes sensory experience, interactive experience, content experience, emotional experience, etc. Security experience five secondary indicators and interface design, color collocation and other visual experience, online services, personal user management and personalized services such as 27 indicators. In this study, the users were given a questionnaire to score the user experience of No.1 store website. After using SPSS19.0 to verify the reliability and validity of the questionnaire, the principal component analysis was made to verify the conceptual model of the user experience evaluation system. After that, the experts are invited to determine the weight of each index in the evaluation system by using the order relation weight method, and then the users' evaluation score of the No.1 shop website is calculated by the fuzzy comprehensive evaluation method combined with the data of the recovery questionnaire. And the evaluation results are analyzed, and the development strategy to improve the user experience is put forward.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

【参考文献】