文献类型：会议论文

英文题名：Research on Experience Evaluation of Taobao Shopping Platform Service

作者：Fang, Tianhong[1];Sun, Hongyu[1]

机构：[1]East China Univ Sci & Technol, Sch Art Design & Media, Shanghai, Peoples R China

会议论文集：8th International Conference on HCI in Business, Government and Organizations (HCIBGO)

会议日期：JUL 24-29, 2021

会议地点：ELECTR NETWORK

语种：英文

外文关键词：Shopping platform service; Service experience; Evaluation model; Semantic difference method; Analytic hierarchy process

摘要：In China, the user base of Online shopping platforms is huge and increasing year by year. In order to provide users with a better service experience, it is increasingly important for online shopping platforms to take the user's evaluation of service experience as an important standard to evaluate their own service quality and to provide user centered service design. From the perspective of service design, taking Taobao, the largest shopping platform in China, as an example, this article analyzes and summarizes the online shopping service process, touch point, and the service indicator, and after that, uses Semantic Difference (SD) to analyze the main stakeholders - consumers' subjective feeling on service indicators, and gets the perceptual evaluation on each indicator of online shopping service. At the same time, Factor analysis is used to construct a service experience evaluation model of shopping platform with 23 specific indicators. Besides, Analytic hierarchy process (AHP) is used to analyze the weight of the score of each service indicator to provide suggestions for future service improvement. At last, it is also found that there is little difference in the overall perception of service indicators among consumers with different genders and ages, but the difference is significant between the users with different between shopping frequencies. In conclusion, this article constructs an experience evaluation model of online shopping service by studying the relevant indicators that affect online shopping customer experience, which would provide some reference for service designers and decision makers to improve online shopping service experience.