基于卡诺模型的B2C电子商务网站质量要素研究

A Study on Quality Factors of B2C E-commerce Website Based on Kano Model

B2C网站质量通过影响用户的浏览及购买意愿直接影响网站的销售。建立包括便利可靠、隐私安全、界面美观、社交互动和个性化等5个维度、27项具体指标的B2C网站质量评价体系,采用调查问卷法,在传统卡诺(Kano)质量要素理论及其归类方法的基础上,结合混合类Kano模型和改进Kano模型,通过计算满意—不满意(Better-Worse)指数确定B2C网站质量要素的改进优先顺序,结果发现,用户最关注和重视的B2C网站质量包括便利性、安全性和时效性,用户不关注的质量特性包括用户间互动及个性化推荐。不断提高网站保护用户隐私及维护交易安全的能力,进一步关注便利性和时效性,提升网站与用户之间的沟通、交流、互动体验,基于用户间互动及个性化的质量特性对用户进行有效引导,网站界面应追求整体美感与协调性,以增强用户浏览舒适度。

The quality of B2C website has direct impact on the sale of website taking its impact on users’looking through and willingness to pay as the intermediate factors.The authors establish a B2C website quality evaluation system with 5 dimensions and 27 indicators,adopt the method of questionnaire,take traditional Kano quality factor theory as the basis,combine the mixed Kano model with the improved Kano model,and determine the improvement priority of B2C website quality factors by computing the Better-Worse index.It is found that,users pay the most attention to such quality factors as convenience,safety and timing,and the least attention to such factors as interactions among users and individualized recommendation.We should continuously improve the protection on users’privacy and the capability for maintaining transaction safety,further pay more attention to convenience and timing,improve users’experience of communication and interaction,provide users with effective guidance based on such quality factors as interaction among users and individualization,and make website interface to be more beautiful and coordinated to enhance users’comfortableness in looking through the website.