Evaluation Of Service Quality Of B2C Tourism E-commerce Website Based On User Experience

With the country's strong support for the "Internet + tourism" industry innovation,the escalation of tourist demand for tourism and the development of online tourism market,some online travel enterprise website providers committed to service quality improvement and have successfully attracted a lot of users,but not all of them are clearly aware of how their websites are successful.In order to improve the quality of online website service and increase customer's satisfaction,this paper takes B2 C tourism e-commerce website as the research object and puts forward a service quality evaluation model of the B2 C tourism e-commerce website.First,the evaluation of service quality of B2 C tourism e-commerce websites with sensory experience,interactive experience,emotional experience,browsing experience and trust experience is constructed through the literature review,experts' opinion and users' survey.The Decision-Making Trial and Evaluation Laboratory(DEMATEL)was used to analyze the interdependence between the evaluation criteria.Then,the network analytic hierarchy process(ANP)was used to calculate the weight of each index.Finally,the revised compromise was used.Finally,use the revised VIKOR method to rank the most popular and most familiar online B2 C travel e-commerce site for consumers.The results show that the interaction experience has a great influence on other indicators and the emotional experience has the strongest degree of the influence of the relationship with other criteria.the ranking of the weight of each dimension is emotional experience,trust experience,browsing experience,interactive experience and sensory experience.Among t hem,in the overall weight order,concise ness,convenience,aesthetics,objectivity,availability,empathy are indicators of higher weight.At last,this article selected four major B2 C tourism e-commerce websites for program selection,sorting result is Q unar.com and Ctrip.com> Trip.taobao.com(Alitrip.com)> tuniu.com.Therefore,this study not only provides a comprehensive and systematic approach to quantitatively measure the overall performance of the quality of tourism e-commerce website services,but also helps in providing valuable suggestions to enhance the service quality of such websites.