基于Kano模型的B2C电商平台信息服务功能研究

Research on Information Service Function of B2C E-commerce Platform Based on Kano Model

[目的/意义]对国内B2C电商平台的信息服务功能进行划分,揭示用户对这些功能要素的需求情况,有助于B2C电商平台充分了解用户的信息服务需求,有针对性地改善信息服务现状。[方法/过程]以B2C电商平台的信息服务功能为切入点,运用Kano模型理论分析用户对于B2C电商平台信息服务的功能需求,结合问卷调查结果,分析并提出相应的优化方略。[结果/结论]B2C电商平台的25项主要功能中,经统计:必备型功能5项,期望型功能4项,魅力型功能3项,无差异型功能12项以及反向型功能1项。

[Purpose/Meaning]Divide the information service functions of the domestic B2C e-commerce platform,reveal the user's demand for these functional elements,help the B2C e-commerce platform fully understand the user's information service needs,and improve the information in a targeted manner Service status.[Method/Process]Taking the information service function of the B2C e-commerce platform as an entry point,the Kano model theory was used to analyze the user's functional requirements for the information service of the B2C e-commerce platform,combined with the results of the questionnaire survey,to analyze and propose corresponding optimization strategies.[Results/Conclusion]Among the 25 main functions of the B2C e-commerce platform,statistics:5 essential functions,4 expected functions,3 attractive functions,12 indifferent functions and 1 reverse function item.