基于可拓优度评价的B2C电商平台用户满意度评价研究

Research on the Evaluation of User Satisfaction for B2C E-Commerce Platforms Based on Extension Optimum Degree Evaluation

摘要: 随着电子商务的迅速发展，B2C电商平台在零售市场中占据了重要地位。尽管平台用户的满意度评估已取得较丰富的成果，但传统的评价方法在权重分配方面仍存在局限性。基于中国顾客满意度指数模型从用户期望、感知质量、感知价值、顾客满意度和顾客忠诚度等五个方面构建评价指标体系；采用可拓优度评价法确定各评价指标的权重并构建B2C电商平台用户满意度的评价模型；利用京东、淘宝和拼多多等三大电商平台的用户满意调查数据验证该评价模型的合理性。

Abstract: With the rapid development of e-commerce, B2C e-commerce platforms have taken a significant position in the retail market. Although substantial progress has been made in evaluating user satisfaction on these platforms, traditional evaluation methods still have limitations in terms of weight distribution. This study constructs an evaluation index system based on the Chinese Customer Satisfaction Index (CCSI) model, covering five aspects: user expectations, perceived quality, perceived value, customer satisfaction, and customer loyalty. The evaluation model of user satisfaction for B2C e-commerce platforms is developed by determining the weight of each evaluation index using the Extension Optimum Degree Evaluation Method. The rationality of this evaluation model is verified using user satisfaction survey data from three major e-commerce platforms: JD.com, Taobao, and Pinduoduo.