基于S-O-R和AHP的B2B平台客户体验研究  

Research on customer experience of B2B platform based on the S-O-R model and AHP method

作　　者：吕思杰 武忠[1] 

机构地区：[1]东南大学经济管理学院,江苏南京211189

出　　处：《科技与管理》2016年第4期98-104,共7页Science-Technology and Management

摘　　要：在客户体验理论的基础上,对B2B平台客户体验概念进行分析;根据客户体验、B2B平台的特征和专家意见对B2B平台客户体验的影响因素进行了梳理,在S-O-R模型的基础上构建B2B平台客户体验模型;利用AHP法对专家访谈所得B2B平台客户体验影响因素进行层次分析。研究结果表明:交易安全性、个性化服务和客户隐私性的影响作用最显著,而网站特性、信息准确度和转换成本影响作用较明显。On the basis of existing consumer experience （CE） theory, the concept of B2B-Platform CE （B2BP-CE） is analyzed. According to the characteristics of CE and B2B platform and experts＇ opinions on the B2B platform, the affecting factors of B2B-CE are analyzed and B2BP-CE model is built on the basis of S-O-R model. Data from expert scoring method is analyzed by AHP method to make empirical research to find out the important priorities of the factors. The result shows that the transaction security, personalized service and customer privacy are the most significant factors, and website features and accuracy of the information and conversion cost are also important.

关 键 词：B2B平台 客户体验 S-O-R模型 层次分析法 

分 类 号：C939[经济管理—管理学]