Research On B2C Shopping Website Satisfaction Evaluation Based On Customer Requirements

With the rapid popularization of the internet,e-commerce has become an indispensable part of human life and continuously promoted the development of the national economy.E-commerce as a modern service industry,which not only reflects the focus of information and intelligence,but also boosts consumer demand and industrial upgrading,and further safeguards the social and economic stability.Although the market share of e-commerce has risen,more and more types of e-commerce spring up,which leads to the market share of B2 C e-commerce being shrinking,there is also fierce competition in the e-commerce industry module.Therefore,under the combined effect of the market mechanism of "survival of the fittest" and the "buyer's market" model,the B2 C website must accurately grasp the trends of customer requirements,as much as possible to satisfy consumers' desires,and improve customer satisfaction.Based on reviewing related literatures at home and abroad,this article sums up the previous evaluation indexes and assessment methods for B2 C e-commerce customer satisfaction,combined with the collected influencing factors from questionnaires about the customer demand,to the same differences,it is divided into four dimensions: product characteristics,online shopping environment,web technology and business characteristics,and build a B2 C e-commerce site satisfaction evaluation index system from the perspective of customer needs.Secondly,this study uses reliability and validity analysis to verify the rationality of the index system,and then applies the QFD method to calculate index weights and establishes a gray comprehensive evaluation model of customer satisfaction.Finally,the Tmall Mall customer satisfaction data collected by the questionnaires was used to conduct a comprehensive evaluation of its customer satisfaction,and specific reference suggestions were given based on the evaluation results.The research results indicate that the overall satisfaction of Tmall Mall is between generally satisfied and satisfied,and belong to a middle-level.Among the four dimensions,consumers are most satisfied with the shopping environment,followed by web page technology and product characteristics,but the merchant characteristic is disadvantaged.As far as its secondary evaluation indicators are concerned,the diversity of products has the highest degree of satisfaction,and customers are more worried about the safety technology issues of the website.These results are consistent with the actual satisfaction of customers,hence,the B2 C e-commerce website satisfaction evaluation index system can better reflect the customer satisfaction evaluation result,and which is accurate and practical.