Study On Apparel Website Evaluation By Analytic Hierarchy Process

The market of shopping online has been rapid increased in the past ten years. Nowadays, people surfing on the Internet are not only for retrieving information or playing games but also including the social communication and shopping online. According to CNNIC's statistics, there are explosive emergence of domains registering and online transaction platforms. The market share of online shopping has been amazingly spread in the world wide. Hence, the ecommerce industry is calling on a website evaluation system as a guidance for the consumers and the practitioners as well.The paper is study on the apparel shopping website, which is the most popular shopping sites and the largest transaction amount in China since year 2009. The paper starts at introducing the academic research and industry practice on website evaluation methods to emphasize the importance for the website evaluation systems. Then it summarizes the growing history of apparel online shopping website in China and set a tone for the following analysis. After introducing the techniques of Analytic Hierarchy Process, it sets up the targets and elements for the apparel website analysis, then a case is shown to proof it and draw out the conclusions.The paper proposed the following assessment indicators from the start: 1) Customer competitive (site first impression, brand popularity, website viscosity, conversion rate, market share, website click-through rate, rate of e-commerce transactions, customer satisfaction; 2) Website competitiveness (web site visual attractive, consistent degree of description of goods, the customer service process, privacy, security and trust mechanisms; 3) the competitiveness of products (diversification of types of goods, distribution costs, improve the level of product information, product order status, basic situation of commodity information, commodity pricing) ; 4) operational competitiveness (profitability, diversify website marketing, website transactions); 5) service competitiveness (return policies, communication between customers and business, payment methods, security, confidentiality of customer information , logistics and distribution system). At the end, the paper takes zappos and vancl as the cases to verify the AHP model to justify the model's feasibility.