Research on Website Factors Affect the Success of E-commerce
|School||China Agricultural University|
|Course||Management Science and Engineering|
|Keywords||website fator customer website preference alternative website e-commerce businessperformance e-commerce success|
E-commerce is a special kind of industry, the website is a key component of e-commerce, and the success of an electronic commerce enterprise depends largely on the quality of its website. Today, the homogeneity of website is very serious, an accurate grasp of high-quality websites to meet consumers’ demand for better quality and service, so as to enhance its business value and peer competition, has become the prerequisites for an electronic commerce enterprise to breakout in face of the opportunities and challenges that internet users soar and peer competition becomes increasingly fierce.Based on the B2C e-commerce market as the research object, the purpose of the study is to explore the relationship between the website factors and the selection of customer’s preference website, and the relationship between customer’s website preference and the enterprise e-commerce business performance in the B2C e-commerce environment. The main research contents and conclusions are as follows:(1) Model analysis which related to the e-commerce success studies. This research analyzes the models which related to the e-commerce success studies, and proposes to use the Delone&Mclean (2004) successful e-commerce model as the theoretical basis for this article.(2) Dimension analysis of e-commerce website factors. Based on extensive literature review, this research classified the e-commerce website factors from four dimensions that is system quality, information quality, service quality and supplier quality, and determines the initial set of e-commerce website factors.(3) Establish of the evaluation index system for customers to choice the most preference website. Based on the initial set of e-commerce website factors, the research designs a questionnaire. In the preliminary investigation stage, this research applies exploratory factor analysis to screen scale items and then forms the final questionnaire. In the formal investigation stage, this research applies confirmatory factor analysis to test the relationship between the factors and variables. Finally, this research establishes an evaluation index system for customers to choice the most preference website, which is constituted of4firstlevel indicators and17secondary indicators.(4) Empirical study of the effect of website factors on the choice of the most preferred website for customers. Based on the evaluation index system for customers to choice the most preference website, this paper designs a questionnaire to survey the relative weight of a website factor to another website factor, and the relative weight of the four alternative e-commerce websites chose by this research at each website factor when customers in selecting the most preferred website to online shopping clothing. This research applies Analytic hierarchy process to determine the local weight and global weight of each website factor. Through comparative analysis, this research finds that when customers in selecting the most preferred website to online shopping clothing, service quality has the highest weight, information quality has the lowest weight and the reliability, responsiveness, empathy and safety, price advantages and product advantages, timeliness are the top website factors. (5)) Empirical research of the effect of customer website preference on e-commerce success. Using the collected data, this research applies analytic hierarchy process to determine the four alternative websites’ customer preference ranking and the standardized relative weights of each website factor, and this paper does sensitivity analysis to the website factors of the four alternative websites and comparative analysis to the customer website preference ranking with the e-commerce business performance. The result shows that enterprises can changes their customer preferences ranking by improving their website factors, and the customer website preference and the e-commerce business performance are positively correlated, so enterprises can achieve the final e-commerce success through improving website factors to enhance their e-commerce business performance.