A Study on Quality Factors of B2C E-commerce Website Based on Kano Model

（1.University of Science and Technology Beijing，Beijing100083，China；2.Beijing Information Science & Technology University，

Beijing100192，China）

Abstract：The quality of B2C website has direct impact on the sale of website taking its impact on users’looking through and willingness to pay as the intermediate factors. The authors establish a B2C website quality evaluation system with 5 dimensions and 27 indicators，adopt the method of questionnaire，take traditional Kano quality factor theory as the basis， combine the mixed Kano model with the improved Kano model，and determine the improvement priority of B2C website quality factors by computing the Better-Worse index. It is found that，users pay the most attention to such quality factors as convenience， safety and timing，and the least attention to such factors as interactions among users and individualized recommendation. We should continuously improve the protection on users’privacy and the capability for maintaining transaction safety，further pay more attention to convenience and timing，improve users’experience of communication and interaction，provide users with effective guidance based on such quality factors as interaction among users and individualization，and make website interface to be more beautiful and coordinated to enhance users’comfortableness in looking through the website.

Key words：B2C；e-commerce website；quality factors；Kano model；comfortableness of looking through