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1、原文2An Index System for Quality Synthesis Evaluation of BtoC Business WebsiteABSTRACT It is important for successful electronic business to have a hi-quality business website. So we need an accurate and effective index system to evaluate and analyses the quality of the business website. In this paper
2、, the evaluation index system following the grey box principle is proposed which considers both efficiency of business website and performance of electronic business system. Using R-Hierarchical clustering method to extract the typical indexes from sub-indexes is theoretically proved to have a ratio
3、nality and effectiveness. Finally, the evaluation method is briefly discussed. Categories and Subject Descriptors TP393.4 Keywords Business website; Evaluation system; R-Hierarchical clustering; System performance 1. INTRODUCTIONBusiness website is an online media between buyer and seller. A hi-qual
4、ity website is crucial to a company for a successful e-business. What is a hi-quality business website? In terms of maintaining the website, what do we focus on so that the quality meets the users needs? Apparently, using click-through rate to assess the popularity cannot objectively and accurately
5、evaluate the quality of the business websites. Instead, we need to rely on scientific evaluation index system and methods. At present, there are many methods available for business website comparison or ranking, such as Usage Ranking, Purchase Comparison, Expert Opinion and Synthesis Evaluation etc.
6、 You can find both official authority and non-governmental organization that issue their power ranking. The former one is to monitor and regulate the market, such as CNNIC, which organized the competition for the Top Ten Websites in domestic. The latter one, such as Consumerreports (www.consumerrepo
7、rts. org), BizRate(), Forrester Research etc., is mainly to guide the web users activity. These kinds of comparison or ranking have special value in getting reputation and increasing recognition of the business websites among the users, however, e-business enterprise can not improve the quality of t
8、heir websites directlybased on the results of these kinds of assessments. The main purpose of this paper is to develop an index system for quantitative evaluation of the BtoC websites, which dose not emphasize the income of the website but focus on evaluating of its synthesis quality. We hope that t
9、he applying of this index system will provide the technique developers and maintainers some references for designing, appraising and diagnosing their e-business system to improve its quality level, and to support managers to make decisions for operation of the websites. 2. OVERVIEW OF PREVIOUS STUDI
10、ESComparing to the fast growing of e-business websites in the world, currently we can rarely find the particular research on he evaluation index system of business website. QEM (The website quality evaluation method) proposed by Olsina and Godoy etc. in 1999 can be considered as one of the represent
11、ative approaches. It based on the main factors to evaluate the quality of the websites, including functionality (global search, navigability, and content relativity), usability (website map, addresses directory), efficiency and reliability. In 2000, American researcher, Panla Solaman, presented e-SE
12、RVQUAL model based on the conventional service quality evaluation model SERVQUAL. It contains some factors like efficiency, deal completeness, reliability, privacy protection, responsiveness, recompense and contact etc. In the same year, another American researcher, Hauler, introduced an e-QUAL mode
13、l which includes the factors of content, accessibility, navigability, design and presentation, responsiveness, background, personalization and customization, etc. In 2004, F.J. Miranda Gonzalez and T.M.Banegil Palacios developed an universal evaluation index system WIS (Web Assessment Index) that ca
14、n be employed to assess websites by different organizations. It consists of four indexes of accessibility, navigability, speed and content. However, the universal index system cannot measure a website exactly and absolutely due to the industry specialty, organizational characteristics and different
15、usages. One of the representative researches is Mr. It assesses the business websites by testing if the design of the website coincides with the shopping process of online consumers. This standard has five factors, such as search and browse, merchandise information,shopping cart, register and pay, s
16、ervice and support. Another index system for small and medium business websites covers the factors of general features, design, promotion, information and the others. Here we list our major findings from the previous researches: 2.1 Unreasonable Selection of the IndexSome research consider not only
17、the original design but also the factors such as promotion and income of business website.Some evaluation systems have correlative or contradictive indexes. For example, it considers the download speed, at the same time, it requires the web designers not to excessively use flash and sounds to slow d
18、own the speed. 2.2 Unilateral EvaluationMost of the research takes the users view to evaluate the function and design of website. It treats the business system as a black box and ignores the impact of system performance on the websites quality. But considering the factors of system performance alone
19、 is also not a complete evaluation for improving service quality of website. 2.3 Lack of a Complete Set of QualitySynthesis Evaluation System A complete set of tool to evaluate the websites must include the following important elements: categories, factors, weights, rankings standard and assessment
20、model. So far, we have not seen any literature discussing complete set of evaluation index system aiming at the quality of BtoC websites. 3. PRINCIPLE FOR THE QUALITYSYNTHESIS EVALUATIONFirst, the three fundamental principles we need to follow are to be comprehensive, to be scientific and to be feas
21、ible. We should evaluate all the facets of the website from different dimensions and avoid missing value of important factors. Moreover, thedefinition of the evaluation index should be accurate，objective and logical so it can eliminate the impact on the evaluation result brought by the correlative i
22、ndexes. Concurrently, we need reduce the quantity of indexes or adopt the simple ones which data is easier to be collected, and prevent from complicated calculation due to the excessive indexes. The main purpose of improving business websites is to serve the users better. They are concerned only abo
23、ut the websites external attributes, such as content, function, presentation and browse speed, etc. So, evaluating only by taking their views cannot directly guide to develop, maintain and administrate the website. Just like treating the patients symptom but not the disease itself, the technique dev
24、eloper or maintainer cannot radically improve the quality of their websites by correcting system structure and web design according to the evaluation result. Only after we adopt the grey box index system that considers both efficiency of business website and performance of e-business system, we can
25、establish a quality synthesis evaluation index system to benefit the management of BtoC websites. 4. QUALITY EVALUATION INDEXESFOR BUSINESS WEBSITESelection of index items lays down the foundation for constructing evaluation index system. After we thoroughly analyze the evaluation objectives based o
26、n the characteristics ofbusiness website, we propose an initial index system includes 5 categories and totally 28 index items shown in the following Table 1.Website self-adaptability refers to capability of e-business system intelligently providing personalized service and dynamic optimizing system
27、performance. System Efficiency refers to the ability that the system response quickly to the requests of numbers of web users. It can be measured through values of some quantitative indexes, such as response time, throughput or utilization rate, etc. 5. OPTIMIZING THE EVALUATION INDEXEIt is necessar
28、y for our initial evaluation system to optimize if it can be applied in practice. First, the indexes are more or less correlative which will affects the objectiveness of the evaluation. Second, there are too more indexes that will result in lower efficiency. Therefore, we try to extract and simplify
29、 the indexes by using R-Hierarchical clustering method. Generally, R indicates the coefficient of correlation between two items. R-Hierarchical clustering method is usually applied to cluster the indexes. The steps are described as following. 5.1 Calculate Coefficient of Correlation and ClusteringIt
30、 firstly treats every index as one cluster. So, we have 28 clusters. Then, coefficient of correlation is calculated between every two clusters by minimum-distance method. Next, the two clusters with the maximal coefficient of correlation areclustered into a new one. The same process is repeated unti
31、l all the indexes are clustered into one. 5.2 Analyze the Clustering Process and Determine ClustersWe analyze the variation of minimum coefficient of correlation during the clustering process to find the leap points. According to the number of leap points and the knowledge of special field, we can e
32、ventually determine how many clusters we need. The whole process is illustrated in the following Figure 1. Following the principle of simplification and feasibility and considering the characteristics of BtoC website, we cluster the 28 index items into 10. The precision rate is over 0.75. 5.3 Calcul
33、ate Correlation Index and Extract theRepresentative Indexes First, we calculate the correlation index that is the average of R between one index and every other index in the same cluster. 一个公式mi in this formula is the number of the indexes in the cluster that index Xj belongs to. Then, we select the
34、 index with the maximal correlation index in the total 10 clusters individually and identify 10 of them as the most representative indexes. Finally, the weights of the indexes are derived by the expert grade method. The final indexes and their weights are shown in the following table 2.6. CONCLUSION
35、In this paper, we have proposed an index system for quality synthesis evaluation and diagnosis of the BtoC websites following the Grey Box evaluation principle, and scientifically determined and simplified the index items. Usually, factor analysis or principal component analysis is used to solve the
36、 problem of common-factor and multiple indexes. But these methods are only suitable for the quantitative indexes, and the evaluation process is not truly simplified. Because the new index is the linear function of some original ones, it still needs to calculate the value of new indexes by collecting
37、 all the values of the original ones. In our index system, most of index is descriptive one. So we have finalized the indexes by using the R-Hierarchical clustering method. It really has reduced the number of the evaluation indexes without losing the major information from the original indexes. Furt
38、hermore, it has effectively avoided the impact of common-factors on the evaluation result. Only the index of system efficiency can be measured through quantitative sub-indexes such as response time, etc. Most of depictive indexes are subjective and fuzzy. In view of this, we should use fuzzy compreh
39、ensive analysis method to evaluate to get more efficiency result. In our future work we are intended to propose an evaluation model and conduct evaluation to some famous domestic BtoC websites to prove if this index system is scientific and feasible. Moreover, we will improve this set of index syste
40、m including evaluation model to make the whole set of index system more feasibility. 译文2质量BotC企业网站的综合评估的一个索引系统摘要：对于成功的电子商业来说，拥有一个高质量的商务网站是很重要的。因此，我们需要一个准确有效的评价指标体系来衡量分析商务网站的质量。此论文在全面考虑了商务网站的效率和电子商务系统的性能提出了基于灰盒原则建立的评价指标体系。R型系统聚类的网站质量评价指标优化方法已被证实是一种从三级指标中提取典型指标的合理有效方法。最后，笔者简略地讨论了这种评价方式。关键词：商务网站，评价体系，基
41、于R型系统聚类的网站质量评价指标优化，系统性能1. 介绍商务网站是一个介于买卖双方的网上沟通媒介。对于想要获得成功电子商务事业的公司来说，一个高质量的网站是十分关键的。怎么才是一个高质量的商务网站呢？就维持运行网站而言，为满足用户的需要，我们最需要关注的是什么？显然，仅通过点击率评价一个网站的受欢迎度并不是一个客观精确的方法来衡量商务网站的质量。反而，我们需要的是科学的评价指标体系和方法。现下，有很多可利用的方式来比较与排名商务网站，例如使用排名，购买比较，专家意见，综合评估等等。既有官方机构又有非官方组织发布了他们的实力排行。前者主要是监督调节市场，比如中国互联网络信息中心（其在国内组织竞赛
42、评选十大影响力网站）。而后者的功能是引导网站用户的活动。例如Consumerreports (www.consumerreports. org), BizRate(), Forrester Research 等等。这种类型的比较和排名能够帮助商务网站在用户中树立名望和增加认知度，但是电子商务公司并不能直接依靠这些评估结果来提高他们的网站质量。本文的主要目的就是为电子零售网站的定量评估建立一个指标体系，这个体系并不是强调网站的收入高低，而是关注网站的综合质量。我们希望通应用这个指标体系，可以促进技术发展以及提供一些参考用于网站的设计，评估和诊断，以此达到提高网站质量水平，帮助管理者抉择网站的运行
43、。2. 早期研究概要相较于当今世界上的电子商务的高速发展，现今我们几乎很难找到商务网站的评价指标体系的特定研究。由Olsina和Godoy等人于1999年提出的网站质量评估方法可被认为一种较为典型的评估方式。这个评估方式主要从函数性（全球研究，可靠性和内容相对论），可用性（网站视图，地址目录），效能和可靠性等作为主要因素来评价网站的质量。2000年，美国学者Panla Solaman，基于传统的服务质量评估模型“服务质量”提出的“电子服务质量”模型。其包括了一些因素，例如效能，协议完整性，可靠性，隐私保障，回应性，赔偿和接触等。同一年，另一位美国研究者Hauler提出了另一种电子服务质量模型，
44、其中包括了内容，可达性，可航性，设计与呈现，回应性，背景，个性化和客户化等。2004年，F.J. Miranda Gonzalez 和 T.M.Banegil Palacios研发出了一套通用评价指标体系“网站评价指标”，这适用于所有不同的组织来评估它们的网站。其包括了一些因素，例如效能，协议完整性，可靠性，隐私保障，回应性，赔偿和接触等。同一年，另一位美国研究者Hauler提出了另一种电子服务质量模型，其中包括了内容，可达性，可航性，设计与呈现，回应性，背景，个性化和客户化等。2004年，F.J. Miranda Gonzalez 和 T.M.Banegil Palacios研发出了一套通用
45、评价指标体系“网站评价指标”，这适用于所有不同的组织来评估它们的网站。这个体系包括了四个指标，分别是可达性，耐航性，速度和内容。然而通过产业特性，组织特色和不同的用法，通用指标体系并不能准确并绝对地估量一个网站质量。它通过测试网站设计是否与网络消费者的购物过程相一致来衡量商务网站。这个标准包含了五个因素，例如搜索与浏览，商品信息，网上购物系统，注册与支付，服务与支持。另外的为中小商务网站建立的指标体系覆盖了一般特征，设计，促销，信息等因素。以下我们列清了从已有研究中的主要发现：2.1不合理的指标挑选一些研究中考虑到了不仅仅是初始设计还有其他因素，例如商务网站的推销与收入。一些评估体系拥有相关或
46、者矛盾的指标。比如：它考虑到了下载速度，也就是说，需要网站设计者不要过多的使用动画和声音以此来减缓下载速度。2.2单边评估大多数的研究都站在用户的角度上来评估网站的功效和设计，将商务体系看做是一个黑箱子并且忽略了系统性能对于网站质量的影响。但是单考虑到系统性能的话，这也不是一个为提高网站服务质量的全面评估标准。2.3一整套完整质量标准的缺失综合评估体系是一个用来评估网站的完整体系。这个体系必须包括以下几个重要要素：范畴，因素，重量，排名标准和评价模型。至今，我们还未发现任何专注于研究电子零售网站质量的评价指标体系的研究讨论。3.质量综合评价的原则首先，我们需要遵循的三个基本原则是全面的，科学的
47、和可行的。我们应该从不同层面评价网页的各个方面，避免遗漏一些重要因素的价值贡献。并且，对索引评价的定义必须精确、客观和合乎逻辑，以消除相关索引导致对评价结果的影响。同时，我们需要减少索引的数量或者引进较为简易的能够更方便搜集数据的索引方式，防止由于过多的索引而引起的复杂计算。优化企业网站的主要目的是为了更好地服务客户。他们只关注于网站的外部属性，比如内容、功能、图像和浏览速度等等，因此，仅仅采纳他们的意见还不足以优化索引，管理和控制网站。技术开发者者或管理者无法通过评价结果的指示搜集系统结构和网页设计而从根本上优化他们的网站，这就像是在处理病人的症状而不是疾病本身。只有我们使用了同时考虑到企业网站效益和电子商务系统性能的“灰匣子”指标体系，我们才能够建立一个高质量的质量综合评价系统，使B to C网站的管理从中受益。4.企业网站的质量评价选择性索引为构建评价索引体系奠定了基础。以商务网站的特征为基础，我们透彻分析评估目标,提出了一个初步的索引体系,包括五大类物品以及总共28种索引项目如下表1显示。 网站的自适应性指的是电子商务系统能智能地提供个性化服务和动态优化系统性能。系统效率指的是系统能力会迅速回应网络用户数量的要求。它可以通过一些定量指标来衡量价值，如响应时间，生产率或利用率等。