Hindawi

Wireless Communications and Mobile Computing

Volume 2022, Article ID 6767960, 10 pages
https://doi.org/10.1155/2022/6767960

Research Article
User Experience Evaluation of B2C E-Commerce Websites Based
on Fuzzy Information

Jieqiong Huang and Xiaozhi Wang

Department of Management Engineering, Hebei Petroleum University of Technology, Chengde, 067000 Hebei, China

Correspondence should be addressed to Xiaozhi Wang; [email protected]

Received 31 March 2022; Revised 20 May 2022; Accepted 30 May 2022; Published 18 June 2022

Academic Editor: Jun Ye

Copyright © 2022 Jieqiong Huang and Xiaozhi Wang. This is an open access article distributed under the Creative Commons
Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work
is properly cited.

With the popularization of personal computers and the development of the Internet, the number of netizens is increasing. The
emerging B2C e-commerce platform shows the fierce competition in the e-commerce market. B2C e-commerce distribution is
faced with the problems of high distribution cost, long time, and poor quality, which leads to the poor user experience of B2C
online shopping and the lack of trust in e-commerce enterprises. This research mainly discusses the user experience evaluation
of B2C e-commerce websites based on fuzzy information. First, the AHP analytic hierarchy process is used to construct a
hierarchical evaluation system, and then, the two-by-two judgment matrix is compared to the index factors at all levels, and
experts are invited to score the method to determine the weight of each index to test whether it meets the consistency
requirements. Finally, the fuzzy comprehensive evaluation method is used to perform fuzzy conversion of the original weight,
and the membership degree set of the user experience evaluation factors is given, and the fuzzy comprehensive calculation
result of the B2C website performance level is calculated. By combining in-depth interviews with website users and
questionnaire surveys to analyze the behavioral characteristics of user information navigation, summarize the demand list for
product search, product selection, product comparison, and product detail page browsing, and provide a reference for the
design and development of information navigation. Calculating the decision model, mainly using fuzzy calculation, calculate
the foreground value under each attribute and get the comprehensive foreground value. By comparing with the decision-
making behavior model constructed by expected utility theory, it is found that the behavioral decision-making model
constructed in this paper based on prospect theory can be closer to the actual situation. In this study, the satisfaction with the
function provided reached 68 points, the emotional response 66 points, the aesthetic response 70 points, and the information
construction 64 points. Through empirical research, the key factors affecting user satisfaction of B2C e-commerce logistics
distribution are summarized, and a B2C e-commerce logistics distribution evaluation system based on user experience is
established. This research will provide methods and ideas for the research on user experience design of e-commerce websites
and the research and development of related network products. The article helps to draw out the countermeasures and
suggestions for the development of the current B2C e-commerce logistics distribution.

1. Introduction the consumer terminal, namely, the customer, through the

ways that can be presented online (text, sound, image, etc.),
E-commerce is affecting every corner of the world; it has and the intuitive perception and trial of the products are
changed the current business system and profoundly changed greatly restricted.
the way people trade and consume. With the rapid E-commerce simplifies trade processes, improves
development of information technology, economy, and soci- logistics systems, reduces transaction costs, increases trade
ety, e-commerce has become an important retail format, and opportunities, and promotes business restructuring and
online shopping has become an important way for people to economic restructuring of enterprises, which will greatly
shop. The biggest difference between e-commerce and online increase productivity, completely change the nature of trade
shopping and physical sales is that the products can only reach activities, and form a new set of trade activity framework.
 6302, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/6767960 by Readcube (Labtiva Inc.), Wiley Online Library on [27/07/2024]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
2 Wireless Communications and Mobile Computing

The level of e-commerce development will directly affect the nity commitment), trust (to members and community), and
competitiveness of future international trade. In online site quality (ease of use and quality of service). The structural
shopping transactions, all physical products need logistics equation model is used to verify the research model. All six
and distribution services to be realized. Such a huge amount factors are positively correlated with individuals’ intentions
of online shopping has great temptation for the logistics and to use social commerce sites. In addition, his research found
distribution industry, which is increasingly competitive. that information support is the most important factor affect-
With the gradual maturity of online shopping service ing individuals’ intention to use social commerce sites,
model in the online shopping market is heating up and tends followed by trust in members, service equality, trust in com-
to mainstream, its user scale continues to grow. The level of e- munity, convenience of navigation, and community commit-
commerce in China is still in the early stage, and its function is ment [4]. Gs et al. consider e-commerce to be the purchase
mainly used for information exchange. The mutual promotion and provision of goods or management through electronic
relationship between e-commerce and logistics cannot be media, such as the Internet and other PC systems. It is largely
recognized by most enterprises. A meta-analysis by Kim and called e-commerce transaction and business capability. Since
Peterson examined the role of online trust in business-to- the broad base of the Internet, the level of exchange led
consumer e-commerce. An analysis of 16 pairs of relationships electronically has grown tremendously. A wide variety of
from 150 empirical studies involving online trust shows that exchanges are conducted through e-commerce, including elec-
online trust exhibits significant relationships with selected tronic asset transfer (EFT), supply chain management, online
antecauses (e.g., perceived privacy and perceived quality of promotions, search vehicle displays, online exchange prepara-
service) and consequences (e.g., loyalty and willingness to tion, electronic information trade, and inventory management
repeat purchases). Even so, additional analysis showed that frameworks. These basic terms of e-commerce are essential to
methodological characteristics such as study design, type of secure business behavior on the network. In addition to the
site, and type of project used to measure trust structure key adage of e-commerce, vendors must guard against a num-
modulated some online trust relationships. The relationship ber of different external security threats, most notably denial
between online trust and its respective antecedents and conse- of service (DOS) [5]. Pansari and Kumar highlighted the need
quences is also more specific, complex, and nuanced than for customer engagement (CE) and developed a framework by
previously thought. He discusses the impact of analysis on the- reviewing marketing literature and analyzing popular news
ory, practice, and future research [1]. Mero provides methods articles. By understanding the evolution of customer manage-
and systems for analyzing information about the online ment, they believe partners care about each other when a
actions of multiple users. His analytical methods and systems relationship is satisfying and emotionally connected. There-
allow the creation of new online and offline business fore, the components of customer involvement include both
approaches based on online consumer behavior. His method direct and indirect contributions from CE. Based on theoreti-
and system can include information about multiple users cal support, we propose a framework that illustrates the com-
online action of the input data set, the input data set into a ponents of CE as well as its antecedents (satisfaction and
common file format data file, and each data file corresponding emotion) and consequences (tangible and intangible out-
to a user in multiple users and include the user identifier and comes). They also discuss how convenience, company nature
the multiple associated with the user’s online operation uni- (B2B vs. B2C), industry type (service vs. product), brand value
form resource location (URL), access online information (high vs. low), and degree of participation (high vs. low)
related to search terms and web pages and identify one or mediate the connection between satisfaction and direct contri-
more metrics of user behavior, including “vertical” metrics bution, as well as the connection between CE’s mood and
and “search term” metrics [2]. Sullivan and Kim enhance the indirect contribution [6]. Berne-Manero and Marzo-Navarro
existing literature on online trust by integrating consumer believe that although online social media shoppers’ channel
product evaluation models and technology adoption models choice behavior has a significant impact on purchasing deci-
in the e-commerce environment. They investigated how sions in online and online markets, it has been neglected.
perceived value affects online buyers’ perceptions of online The aim of his study was to examine the effects of transactive
trust and their willingness to repurchase from the same site. memory system (TMS) factors (specialization, trustworthi-
They came up with a research model. Perceived quality is ness, and coordination), knowledge sharing (KS), and
affected by competitive price and website reputation communication quality on online social media channel selec-
perception and then affects perceived value. Perceived value, tion for shopping activities. Partial least squares (PLS) analysis
website reputation, and perceived risk affect online trust and was used for structural equation modeling (SEM) to examine
then repurchase intention [3]. Lal believes that the growth of the measurement model and structural model of reflection
social media has changed the online commerce landscape for structure. A total of 336 online questionnaires were collected
organizations and customers. The introduction of social com- from users of collaborative projects, social networking sites,
merce sites has changed consumers’ purchasing decisions blogs, content communities, virtual gaming worlds, and vir-
from personal shopping to social shopping. His research is tual social worlds. TMS factors, KS, and communication qual-
aimed at determining the factors that influence individuals’ ity have positive influence on online channel selection [7]. In
decisions to use social commerce sites in the Indian addition, specialization, credibility, and coordination contrib-
environment. It identifies six factors that influence individuals’ ute statistically to TMS as a second-order structure [8]. The
intentions to use social commerce and divides them into three security of B2C website includes the website’s credit system,
categories: social factors (information support and commu- payment system, and security system. This subindicator will
 6302, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/6767960 by Readcube (Labtiva Inc.), Wiley Online Library on [27/07/2024]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
Wireless Communications and Mobile Computing 3

be better and truly experienced in the actual operation and use evaluation system is different. Based on the perspective of
process of users. E-commerce is a new thing that only the enterprise, the representative method is to use the 7Rs
appeared at the end of 90s. Due to the short time, coupled with theory mentioned above to analyze the accuracy of goods,
this is a very rapid development of the field, the industry’s the goodness of goods, accurate product information,
understanding of e-commerce has yet to be further developed delivery on time rate, delivery accuracy, and timeliness in
and improved in practice; therefore, there is no unified defini- the logistics service process. 7 factors such as price and price
tion of e-commerce. are measured and evaluated.
Fuzzy information, as a new description tool for uncertain Therefore, the established logistics service quality mea-
decision-making information, has broad application prospects surement model considers the influencing factors of physical
in real multiattribute decision-making problems. This article service quality and customer service quality and is divided
will use extension theory to explore a method to solve the into two extremes of ordering and receiving, focusing on
quantitative evaluation of B2C e-commerce logistics services the following 9 factors: personnel communication quality,
based on related theories such as service quality and logistics error handling, goods integrity, quality of goods, accuracy
service quality, combined with the status quo and characteris- of goods, timeliness, order release quality, ordering process,
tics of B2C e-commerce logistics services. In the fuzzy compre- and information quality.
hensive evaluation, it is necessary to calculate a fuzzy Whether the logistics services provided by B2C e-
relationship matrix of each index to the comment level. commerce merchants can satisfy customers needs to be
According to the above description, the comment level is comprehensively considered from the six aspects of econom-
divided into five levels: very satisfied, satisfied, fair, not satis- ics, transparency, completeness, timeliness, reliability, and
fied, and dissatisfied. The article studies how to build a seman- empathy of logistics services, which is the index system. This
tic database reflecting different characteristics, and select article will use the theory of extenics to determine the weight
appropriate classification mining technology to classify the of each index and establish a mathematical model for
content of the online word-of-mouth text; through sentiment comprehensive evaluation, so as to evaluate the satisfaction
analysis and statistics to reflect the evaluation preferences of of B2C e-commerce logistics service quality. The construc-
online groups. tion of a B2C e-commerce website is shown in Figure 1.

2. B2C E-Commerce Website User Experience 2.3. User Experience Evaluation. In order to collect user
Evaluation Research Methods navigation experience information and to obtain user demo-
graphic data, as well as the user’s online shopping habits and
2.1. Selection of Website Evaluation Indicators. When information navigation needs, therefore, this article mainly
establishing the website evaluation index, this article chooses uses interviews, questionnaires, field observations, and other
the index from two aspects. From the perspective of website forms to collect user demand information and summarize
construction, we selected four indicators: website traffic the design focus. Interviews and questionnaire surveys are
ranking, number of visitors per million people, average daily typical methods to understand users’ subjective feelings
IP volume (there is the concept of traffic here, which is the and impressions of the product, especially when it comes
number of visitors to a website in a day) in the past month, to understanding the objectively difficult amounts, questions
access speed, and backlinks. At the same time, taking into related to user subjective satisfaction, and possible worries.
account the user’s attractiveness to the website, two They are very useful in many and have a wide range of
indicators have been added: the average number of pages applications in the field and research. In the field of usability
viewed by each visitor and the page dwell time. Considering engineering, they can help us collect data and information
the promotion and construction of the website, another about users’ awareness, attitudes, usage, problems
indicator has been added: website link. Website links can encountered in the use of the product, and expectations of
effectively guide consumers to browse products [9]. Browse the product [12].
the product evaluation index as shown in Table 1.
The factor loading is recorded as the sum of squares of 2.4. Determine the Evaluation Criteria for Performance
the elements in each column of matrix A as [10]: Indicators. Commonly used corporate performance evalua-
tion standards mainly include the following three: corporate
q = χij 〠 a2 : ð1Þ budget as the standard, corporate historical performance as
i=1 the standard, and benchmark corporate operating data as
the standard. In the research of this article, we combined
χij represents the total influence of the jth factor on all the above three methods, that is, the financial indicators of
components, that is, the contribution of the jth factor to X. website performance can use budget standards; the indica-
This is a measure of the relative importance of the jth tors of website operation can use historical standards; the
factor [11]. indicators of website design and customer satisfaction can
be selected in the industry. For benchmarking companies,
2.2. Measurement Model of Logistics Service Quality. How to evaluate the benchmarking companies and make necessary
effectively measure and evaluate logistics service quality is adjustments based on the actual situation of website
the focus of scholars. From the perspective of enterprises development [13]. “Benchmarking enterprise” refers to an
and customers, the established logistics service quality enterprise that has achieved remarkable results in
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4 Wireless Communications and Mobile Computing

Table 1: Evaluation index data.

X1 average number of pages X2 X3 access X4 daily average X5 the number of people visiting the
Site name
viewed by each visitor backlink speed IP amount website per million people
Tmall 4.92 30024 17.28 22120750 49100
Jingdong mall 26.00 10217 13.78 565250 510
Eslite 6.74 5773 17.73 7 6950 110
Suning online
4.99 5735 328.92 1980750 3500
market
Amazon
6.26 13292 48.70 1249250 2750
China
Yihaodian 8.30 2421 15.46 311125 570
Gome 4.17 4392 368.18 1467750 3300
Dangdang 7.86 12751 54.29 279775 570
Jumeiyoupin 7.36 3578 29.19 118275 170

Site

Operation controller Register Instruction 1

Instruction 2
Instruction Address
Timing calculation
components
Command pin Instruction 3

Figure 1: Construction of B2C e-commerce website.

information construction, progressiveness (including some technical experts with 3 years of website construc-
aspects), exemplary, and industry representative. It is gener- tion and maintenance technical post experience,
ally an enterprise with high popularity, good reputation, and master website construction, test theoretical
development potential, and strong comprehensive strength. knowledge, and 1 experienced expert who frequent
online shopping
2.5. E-Commerce Website Evaluation Model Based on
Analytic Hierarchy Process (3) Scoring by experts. Send the prepared evaluation
index form to an expert via email for scoring and clar-
(1) Preselection of experts. Find out the 5 most important ify the requirements and rules. At the same time, com-
experts for e-commerce website evaluation through municate with the expert through online and instant
the form of online, telephone, and on-site appoint- communication tools to instantly solve the vague
ments. The criteria for judgment include the fre- and unclear problems in the form
quency of online shopping, the ability of website
(4) Comprehensive expert scoring result. Summarize the
technology construction, the ability of website testing,
scoring results of experts, and make fixed-point con-
and the level of mastery of domain knowledge and
experience sultation feedback revisions on the parts with large
differences. Finally, the final result is determined by
(2) Determine the expert plan. Through comparison, the the weighted average method [14, 15]
final selected experts include: 1 Taobao diamond-
level online shopping expert, 1 testing technology For the reliability analysis of questionnaires with qualita-
expert with 2 years of software testing experience, 2 tive factors such as opinions and satisfaction, the α
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Wireless Communications and Mobile Computing 5

coefficient (i.e., alpha reliability coefficient) method is cur- box is the most important visual and function in
rently used more frequently, which can clearly illustrate the the search design. Its size and shape determine the
inherent consistency of the scales of various item items. shape and size of the entire search area. The search
The formula is as follows [16]: button needs to be unified with the input box, and
  the button needs to have clear outlines and bright
k ∑Q colors. Let users know and click at a glance
α= 1− : ð2Þ
k−1 Q
2.6. Data Reliability. For the objective indicators in the data,
the article uses a variety of network monitoring tools and
Among them, K is the number of questions in a certain
network statistics methods, such as Alexa, 360 website eval-
level of the questionnaire, and Q is the variance of the ith
uation, price comparison websites, Gtmetrix, and webmaster
item [17].
tools. The final data is determined by the method, which
Refer to the fuzzy comprehensive evaluation principle,
guarantees the validity of the data.
select the appropriate synthesis operator, and determine
B2C website can be said to be the website with the most
the comprehensive evaluation vector ZP [18]:
complex information structure in interactive advertising. In
0 1 the process of creating a better user experience, the visual
R11 ⋯ R1M design of the soft interface interaction mechanism is very
B C
Z=W ∗B
@⋯ ⋯ ⋯ CA: ð3Þ important. Through its research, it can improve the
perceptual interactivity of the interface and the website,
RP1 ⋯ RPM thereby improving the actual interactivity of users and
enabling consumers to experience online shopping more
To determine the comment set, the comment level easily and happily. This positively affects consumers’ atti-
should be assigned when using fuzzy comprehensive evalua- tudes towards the website, brand attitudes, and purchase
tion. Collecting consumers’ possible judgments on logistics intentions. It is hoped that the research on this basis can give
services under B2C e-commerce forms a comment level. reference and help to other websites and software and other
The information of the degree of membership of the logistics soft interface design, so that the soft interface interaction
service quality to the review level is reflected by the fuzzy mechanism of interactive advertising can better serve
vector. Usually, the number of reviews is between 4 and 9, consumers and make users more beautiful. Experience
and the number should not be too much or too little. Too natural was interaction without a sense of interaction. At
many comment levels are not suitable for people to the same time, it helps to improve the operation and long-
understand, and customers may misinterpret them when term development of B2C websites and more effectively
they understand, which will affect the evaluation results. improves user experience. Make the interactive communica-
Too few comment levels cannot reflect consumers’ actual tion mechanism effective circulation. In this way, the
evaluation of B2C e-commerce logistics service quality. corporate brand can grow well and healthily and establish
Therefore, the five comment levels are convenient for a long-lasting and beautiful image. Standardize variables in
consumers to judge (very satisfied, satisfied, average, not the data that have large differences in dimensions or levels
satisfied, and dissatisfied). of data [19, 20]:
Search design points:

(1) The design of the search category box is generally X−X

Z= : ð4Þ
not easy to be too often. According to the longest β
sentence length of the secondary classification, it will
generally not exceed 16 characters in length. The  is the average value.
search category is generally displayed in the form X
of a drop-down menu list. It is collapsed in the The integrated optimization mathematical model of for-
default state. When expanding, pay attention to the ward and reverse logistics of B2C distribution system with
corresponding color or action response when the fuzzy random demand is as follows [21]:
mouse touches each tag category. If there are too
many secondary categories, it should design the side- m m  
Fy Q
bar pull-bar or drop-down button, not all categories ðQ, r, x, yÞmin = 〠 Fy + 〠 +C + xr − ð1 − eλÞLD y:
j=1 j=1 Q 2
can be displayed together; otherwise, the expanded
form is too long to be easy to read and takes up space ð5Þ
on the page. In addition, the interval of each category
is either a blank interval or a horizontal line interval, The constraint conditions of the repair rate χ and the
so that users can clearly distinguish each category scrap rate ϑ are as follows [22]:
(2) Search input box and search button design. The
input box and search button are often placed m
ϕDð1 − eγÞC
together, so they are analyzed together. Both need χ= 〠 , ð6Þ
to pay attention to the width and length. The input i=1
Q
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6 Wireless Communications and Mobile Computing

m Table 2: SPSS feature root contribution rate.

ϑ = 〠ðλBD + ηdC Þ: ð7Þ
Initial eigenvalue
i=1 Element Total
Variance Accumulation%
3. E-Commerce Website User Experience 1 52.783 52.783 3.695
Evaluation Results 2 29.751 82. 534 2.083
3 13.455 95.988 0.0942
It can be seen that the eigenvalues of the first two common fac- 4 3.650 99.638 0.255
tors are 3.695 and 2.083, respectively, which are both greater 5 0.360 99.998 0.0025
than 1, and the cumulative contribution rate of the two
reached 82.534%, which summarizes the vast majority of the
total variance; according to the evaluation of the B2C e-
commerce website if necessary, these two common factors Table 3: Basic statistics of the questionnaire.
can be used to replace the original 5 variable indicators, and
the characteristic root contribution rates of these two common Basic situation Classification Quantity Ratio
factors can be obtained directly according to the chart as Male 70 43.75%
Gender
52.783% and 29.751%. The contribution rate of SPSS charac- Female 90 56.25%
teristic root is shown in Table 2. 18 or less 3 1.88%
The results of this questionnaire survey involve a wide 18-25 97 60.63%
range of people, and the comprehensive results show that they Age
26-35 44 27.50%
can basically reflect the situation of online shopping or are
familiar with online shopping, and the basic statistics of the 35 or more 16 10.00%
questionnaire are shown in Table 3.
There are 14 websites with an average value of 6.0490969
1
or more, namely, Taobao, Tmall, JD.com, Alibaba, Suning.
com, eBay, Dangdang, Gome, Amazon, Paipai, No.1 shop,
0.8
Vancl Eslite, Dream Bazaar, and China Flower Network; in
Evaluate (%)

order to describe the overall comparison level of the website 0.6

more intuitively and concisely, the value of the passing line
is set to 6.0000, and there are 15 websites with a passing score, 0.4
including 14 on the average score line and Lefeng.com. The
comprehensive levels of Taobao and Tmall are significantly 0.2
higher than those of other websites. The evaluation of different
searches is shown in Figure 2. 0
Through the summary, it can be found that Baidu’s word- 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35
of-mouth data is basically the service quality evaluation of the Test (times)
direct-operated B2C e-commerce platform published by
online consumers. The data collected by the Sina Weibo plat- Taobao Lynx Mall
form is classified into three different types: industry or corpo- Jingdong mall Alibaba
rate news, product promotion and promotion essays, and
customer-published evaluation information on the service Figure 2: Evaluation of different searches.
quality of e-commerce platform companies. There are many
types of information and more evaluation objects. It is compli-
cated, and a large amount of data does not meet the require-
ments of the follow-up research of this article. After data of the individual cost parameters, vice versa. When the site
screening, 1528 online reputations of each platform are selection cost changes, the total cost changes range of
retained, including 551 in Jingdong Mall, 504 in No. 1 Store, 36.16%; when the unit inventory holding cost changes, the
and 473 in Dangdang, providing data support for subsequent total cost changes range of 6.96%; when the unit transporta-
classification and sentiment analysis research. After data tion cost changes, the total cost changes range of 46.60%; when
screening, the number of word-of-mouth of each platform the unit return processing cost changes, the total cost varies
mall is shown in Table 4. within 3.42%. It can be seen that changes in location costs, unit
In the B2C online shopping market in 2019, JD.com has inventory holding costs, unit transportation costs, and unit
a market share of 18.6%, Dangdang has a market share of return processing costs will all have an impact on the total
1.3%, and Vipshop has a market share of 2.9%. The market cost.
share is shown in Figure 3. Purpose of shopping: 67% of users browse shopping
When the important parameters of each individual cost websites with a clear shopping goal. 21% of users will pay
in the system change from -50% to 50%, that is, when the attention to some shopping platforms that they usually visit
rate of change reaches 100%, the impact on the total cost is when they are idle and bored. Will drive oneself to buy two
shown in Figure 4. The total cost increases with the increase situations. 12% of users will pay attention to website
 6302, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/6767960 by Readcube (Labtiva Inc.), Wiley Online Library on [27/07/2024]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
Wireless Communications and Mobile Computing 7

16 30

14
25
12
20
Survey result (%)

Survey result (%)

10

8 15

6
10
4
5
2

0 0
1 3 5 7 9 11 13 15 17 19 21 23 25 27 1 3 5 7 9 11 13 15 17 19 21 23 25 27
Test (times) Test (times)

Jingdong Vipshop
Dangdang Gome

Figure 3: Market share.

promotion information. The purpose of shopping is shown

in Figure 5.
Table 4: After data screening, the number of word-of-mouth in
On the whole, users have generally completed the task of
each platform mall.
product search, product selection and comparison, and
selection of shopping products for purchase. It is found that Directly Number of Weibo The number of
the overall usability problems of the current design scheme operated word-of-mouth Baidu word-of- Summary
and the number of pain points of experience have been sig- B2C mall screening mouth screening
nificantly reduced, and the satisfaction with the provided Jingdong
functions reached 68 points, the emotional response 66 302 249 551
mall
points, the aesthetic response 70 points, and the information Dangdang 351 112 473
construction 64 points. However, some users said that some
Shop
functions are not perfect enough, and these existing prob- 367 137 504
number 1
lems and deficiencies need to be improved. The user experi-
Total 1020 498 1528
ence evaluation is shown in Figure 6.

4. Discussion
logistics service providers. Logistics service providers should
With the rapid development of B2C e-commerce, the impact start from the subjective factors of the logistics provider,
of logistics circulation on e-commerce has become more and what type of logistics services they provide to customers,
more significant. Efficient, fast, and low-cost logistics circu- pay more attention to their own quantitative value, and cre-
lation system plays an important role in promoting the for- ate value for customers. The important thing in the service
mation and maintenance of B2C enterprises’ core industry is the understanding of customer service quality.
competitiveness and has become a hot issue in current Therefore, more and more scholars began to discuss the
research [23]. meaning of logistics service quality from the perspective of
Using the basic principles of the fuzzy possible mean customers [25].
method, the fuzzy random expected value method, and the User experience refers to the user’s psychological feelings
fuzzy random simulation method, the clarification transfor- on the readability, ease of operation, and interactivity of the
mation method of the fuzzy random CLRIP model is con- website’s interface, functions, and related information dur-
structed, and the improved genetic algorithm based on the ing the process of visiting the website. Whether it is a design
adaptive selection mechanism and the TS- and SA-based researcher, interaction designer, and high-level corporate
methods are designed. Methods such as the two-stage hybrid decision-maker, user experience is also a problem they care
heuristic algorithm to solve the clarification model effec- about and strive to solve reasonably and with high
tively solve the problem of solving the complex fuzzy ran- quality [26].
dom CLRIP model [24]. Although B2C e-commerce has developed rapidly, the
Regarding the further investigation of logistics service accompanying problems need to be solved urgently. E-
quality, from the perspective of two studies, there is a certain commerce has grown up with the rapid development of
difference between logistics service quality customers and the Internet. After customers purchase products online,
 6302, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/6767960 by Readcube (Labtiva Inc.), Wiley Online Library on [27/07/2024]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
8 Wireless Communications and Mobile Computing

0.7 0.35

0.6 0.3

0.5 0.25

Influence level (%)

Influence level (%)

0.4 0.2

0.3 0.15

0.2 0.1

0.1 0.05

0 0
1
13
25
37
49
61
73
85
97
109
121
133
145
157

1
13
25
37
49
61
73
85
97
109
121
133
145
Samples Samples

Total cost Unit return processing cost

Figure 4: Impact on total cost.

45 90

40 80

35 70

30 60
Proportion (%)

Proportion (%)

25 50

20 40

15 30

10 20

5 10

0 0
1 3 5 7 9 11 13 15 17 19 21 23 25 27 1 3 5 7 9 11 13 15 17 19 21 23 25 27
Samples Samples

Clearly shopping Here users only shop but not buy

Follow shopping platform Website Promotion Information

Figure 5: Purpose of shopping.

merchants distribute the products, which was involves three logistics services plays an increasingly important role in the
aspects: online payment, network security, and logistics. The development of B2C e-commerce [27].
problems in these three aspects hinder the development of e- At present, some B2C e-commerce companies are using
commerce to some extent. With the continuous progress of third-party logistics, and some have established their own
network technology, network security and payment issues logistics. Different models have different distribution ranges
have been greatly improved, but the quality of e-commerce and capacities. Generally speaking, the service quality of
enterprise logistics services has not been significantly China’s B2C e-commerce logistics providers is low,
improved. especially the information services have big defects, which
Especially with the improvement of people’s living hinder the development of e-commerce enterprises. There-
standards, the products purchased by customers are no lon- fore, it is imperative to judge the service quality of B2C e-
ger daily necessities, but more electronic products and enter- commerce logistics, find out the defects of development,
tainment products. Traditional B2C commercial logistics and improve the service quality.
services are not just pure physical sports, but based on With the rapid development of Internet technology and
traditional logistics, pursuing short-time flexible services, information technology, advertising operators are changing
and high-value-added services. Therefore, the quality of their promotion methods and forms from traditional media
 6302, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/6767960 by Readcube (Labtiva Inc.), Wiley Online Library on [27/07/2024]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
Wireless Communications and Mobile Computing 9

90
80
70

Proportion (%)
60
50
40
30
20
10
0
1 2 3 4 5 6 7 8 9 10
Samples

Satisfaction Emotional response

Aesthetic response Information construction

Figure 6: User experience evaluation.

to networks, mobile terminals, digital television, and other basis, this paper analyzes the behavior patterns of consumers
carriers. With the development of information technology in the process of B2C e-commerce services with B2C enter-
and digital interactive media, with the emergence of new prises as the research object and uses fuzzy mathematics to
advertising forms such as text link advertising, web page establish a consumer behavior decision model that conforms
advertising, search advertising, and mobile SMS advertising, to this process. Through the mining of Internet word-of-
the advertising forms have also undergone great changes. mouth, and successively through classification, clustering,
The public and advertising have more communication and sentiment analysis, and other methods, the decision-
interaction. Consumers have more control and speaking making model is quantified.
opportunities [28].
This article focuses on how to achieve a good interaction Data Availability
and experience through visual design in the search mecha-
nism, control mechanism, user registration mechanism, No data were used to support this study.
and product browsing mechanism in the soft interface inter-
action mechanism of the B2C website. Based on a good user Conflicts of Interest
experience-centered design thinking, visual-related elements
are designed, including fonts, colors, input boxes, buttons, The authors declare that there are no conflicts of interest
and layouts. Reflect experience design and aesthetic design. regarding the publication of this article.
In the process of visual design, integrated design is carried
out through universal aesthetic principles, cognitive theories, Acknowledgments
and design principles. Use scientific usability testing to verify
the design. Based on the above-mentioned research, the key This work was supported by the Chengde Bureau of Science
points of visual design in the soft interface interaction mech- and Technology’s research and development program
anism that are in line with a good user experience are stud- (202001B001).
ied, and the consideration criteria that should be considered
for excellent design are summarized. Enhance the user expe- References
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