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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。
Based on the theory of customer experience, this paper analyzes the concept of customer experience in B2B platform. Based on the customer experience, the characteristics of B2B platform and the opinions of experts, the influencing factors of customer experience in B2B platform are analyzed. Based on the SOR model, Experiential model; using AHP method to analyze the influencing factors of customer experience of B2B platform obtained from expert interviews. The results show that transaction security, personalized service and customer privacy have the most significant impact, while website features, information accuracy and conversion costs have obvious effects.