A Research On E-commerce Sites Evaluation Based On The Grey Correlation Degree Analysis Method

The development of e-commerce in China experienced a tortuous process. First, it experienced the My8848incident in2001, which made this B2C sites that was known as the Chinese e-commerce banner desperately struggled in the new Internet economy for the a variety of reasons, and got the newborn e-commerce in trouble. And the next experience was the "SARS" events in2003, this unexpected disease gave e-commerce a new chance to develop, made the electronic commerce quickly out of the trouble and began to develop rapidly. Later it experienced the "internal rectification" incident of taobao.com in2011and the "huge losses" problem of vancl.com, got the development of e-commerce in trouble again. Recent years, e-commerce in China develops steadily and quickly. Though it develops fast, there are also many prowlers need to solve. This paper is a research on e-commerce website evaluation from coinsurers’angle.First, this paper analyzes the present situation of the development of e-commerce websites in China, and then introduces the origin of the websites evaluation theory, and the research for the establishment and view of the evaluation index system and the method of e-commerce sites evaluation. Based on this research, and combined with the reality of our country e-commerce and the results of the study on customer satisfaction, the paper set up the evaluation index system which formed by five primary indexes and fifteen two-class indexes, such as after-sales service, website response speed, information quality, credit system, promotion activities and so on. The evaluation methods of this article are Information Entropy and Grey Relational Analysis (GRA); the weights are determined by Information Entropy so they can objectivity, at the same time, using the standardized evaluation index matrix to calculate the correlation coefficient and correlation of the subsystem and the total system. Through calculating, according to the correlation numerical size of the websites, we can get the ranking of the evaluation e-commerce sites in consumer satisfaction.At last, the paper sets taobao.com, Amazon, paipai.com, dangdang.com and360buy as the concrete example to analyze. And this evaluation results in keeping with the results released by CNNIC reports. Through analyzing, we come to a conclusion that the Evaluation Index System and the evaluation methods in this research are feasible and effective. This article provides simple and feasible methods for evaluating e-commerce websites. Meanwhile, provides reference about how to enhance Customer Satisfaction for each e-commerce sites.