Research On Taobao User Experience Evaluation Model

As the internet becomes popular,e-business is developed because of its rich content and convenience,and becomes a most essential part of life in China. For e-business site, the user experience affects their survival and development , so the research of e-business experience shall play a significant role academically and practical in this field.This paper is about Taobao's experience evaluation, After studying the current sudies domestic and overseas, this paper establishes an Taobao user experience evaluation model including the sense of security, content, visual style and interaction. A total of 132 valid questionnaires were collected,then started reliability analysis, validity analysis and structural equation modeling analysis.The results show that: Taobao user experience evaluation model is acceptable,Taobao user experience can be evaluated by the sense of security, content, visual style and interaction.The main contribution of this study are: (1) starting from a multidisciplinary field, Taobao's features and traditional research results of user experience ,proposed a more comprehensive evaluation of e-business system, not just focused on the interactions,while ignoring the characteristics of e-business itself .(2)Through Taobao user experience evaluation model,you can measure the average of each variable to evaluate the level of the user experience of Taobao. The model can also be used for evaluating the user experience of similar e-business sites.