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毕业设计（论文）电子商务服务质量评价研究专业年级电子商务学号0808210525姓名沈超指导教师陈艳萍评阅人施国良2012年6月中国南京河海大学毕业论文I摘要随着因特网技术的发展，在如今越来越开放的网络环境下，电子商务成为一种新型的具有极大发展潜力的商业运营模式，尤其近几年来，电子商务在我国发展迅速。但是与此同时一些问题也相继出现，尤其是服务质量问题更显突出，它已成为阻碍电子商务进一步发展的重要问题。本文选取C2C商务模型进行分析，通过对国内外学者的研究结果进行仔细分析和详尽地比较，结合作者自己的看法，得出了影响电子商务平台服务质量的各项指标，并通过对这些指标的分类与深入分析，运用层次分析法建立模型，使研究过程数学化，定量地对其研究。该模型不仅能使电子商务平台服务质量的评价结果定量地表现出来，还能使得买方能够认真地考虑和衡量各项指标的相对重要性。本文选择淘宝网作为研究对象，进行实证分析，通过问卷调查的方式，得出淘宝网服务质量的评价的定量结果，简单明了，富有说服力。通过淘宝网的实证证明，这套服务质量评价模型有利于买家对不同的C2C平台进行选择，具有很强的实用性。关键字：电子商务、C2C平台、评价指标、层次分析法河海大学毕业论文IIAbstractAstheInternettechnologydevelopment,moreandmoreopeninthenetworkenvironment,thee-commercebecameanewtypeofgreatpotentialofdevelopmentbusinessoperationmode,especiallyinrecentyears,theelectroniccommerceinourcountryisdevelopingrapidly.Butatthesametime,someproblemsarise,particularlyinservicequalityproblemmoreshowisoutstanding,ithasbecomeablockforthefurtherdevelopmentoftheelectroniccommerceimportantissues.ThisarticleselectstheC2Cbusinessmodelanalysis,throughthedomesticandinternationalscholarsresultsofcarefulanalysisandcomparisonindetail,combinedwiththeauthor'sownopinion,itisconcludedthattheimpactofe-commerceplatformservicequalityindex,andthroughanalyzingtheindexoftheclassificationandthethoroughanalysis,usingahpmodelbuilding,maketheresearchprocessmathematicalandquantitativelyitsresearch.Themodelissimpleandclear,cannotonlymaketheelectroniccommercialplatformservicequalityevaluationresultsofquantitativeexpressioncomesout,stillcanmakethebuyercanseriouslyconsideringandmeasureoftherelativeimportanceofeachindex.Thisarticlechoosestaobao.comastheresearchobject,theempiricalanalysis,throughthewayofquestionnairesurvey,itisconcludedthattheevaluationofthequalityofserviceoftaobaoquantitativeresults,simpleandclear,persuasive.ThroughanempiricalresultsshowthattheservicequalityevaluationmodelofdifferentC2Ctobuyersplatformchoice,haveverystrongpracticability.Keyword：Electronicbusiness，C2Cplatform，Evaluationindex，Analytichierarchyprocess(AHP)河海大学毕业论文III目录摘要···························································································································IAbstract····················································································································II第一章绪论················································································································11.1研究背景与意义································································································11.2研究对象·········································································································11.3国内外研究现状································································································21.3.1国内电子商务平台服务质量评价研究现状·······················································21.3.2国外电子商务平台服务质量评价研究现状·······················································31.4论文研究内容···································································································3第二章C2C平台服务质量的影响因素研究········································································42.1电子商务服务质量·····························································································42.1.1服务质量概述···························································································42.1.2电子商务服务质量概述···············································································42.2C2C平台服务质量指标······················································································52.2.1网站服务质量···························································································52.2.2卖家服务质量···························································································52.3C2C平台服务质量指标体系················································································6第三章C2C平台服务质量综合评价模型的建立···································································73.1层次分析法······································································································73.1.1层次分析法概述························································································73.1.2层次分析法的优点·····················································································73.1.3层次分析法的基本步骤···············································································73.2建立层次结构模型·····························································································83.3构造判断矩阵与一致性检验、权向量计算·······························································93.4层次总排序····································································································123.5得出综合评价模型···························································································15第四章淘宝网站电子商务平台服务质量评价实证······························································164.1基于淘宝网的电子商务交易平台·········································································164.1.1淘宝网的商业模式···················································································164.1.2基于淘宝网的电子商务交易平台交易特征·····················································174.2淘宝网的