基于网络层次分析法的H5广告满意度评价方法研究

Evaluation Method of H5 Advertising Satisfaction Based on Analytic Network Process

关键词:  网络层次分析法（ANP）  用户满意度模型  H5广告  用户满意度  Super Decision软件

Key words:  Analytic Network Process (ANP)  consumer-satisfaction degree model  H5 advertisement  user satisfaction  super decision

摘要:

目的 随着4G网络和WiFi的普及，手机、平板等移动设备已经成为人们现代生活中不可缺少的一部分。快捷的网络环境和更加完善的硬件设备，为H5广告的传播提供了有利条件。从用户满意度的视角出发，提出了以网络层次分析法（ANP）为理论依据的H5广告体验满意度评价方法，并在此基础上，通过“重要性-满意度”象限图模型对H5广告的交互体验评价体系进行了构建。方法 通过网络层次分析法的理论计算模型构建H5广告关键指标网络关系图，结合用户调查结果生成H5广告关键指标重要程度判断矩阵，然后借助Super Decision软件计算各指标全局权重，即评价体系的核心。最后结合3个实际案例验证其有效性。结论 以专家评价结果与全局权重为依据得到的案例综合评价值及满意程度，与用户体验调查结果一致，该评价体系是有效可行的。

Abstract:

With the popularity of 4G network and WiFi, mobile phones, tablets and other mobile devices have become an indispensable part of people's modern life. The fast network environment and more perfect hardware equipment provide favorable conditions for the spread of H5 advertising. The work aims to propose an evaluation method of experience satisfaction of H5 advertising with Analytic Network Process (ANP) as the theoretical basis from the perspective of customers' satisfaction, so as to establish the evaluation system of H5 advertising experience through "importance-satisfaction" quadrant diagram model. Network diagram of H5 advertising was constructed with the analytic hierarchy process theory calculating model. With the results of user survey, H5 advertising judgment matrix for essential indexes' importance was generated, and the global weight of each index was calculated by Super Decision, which was the core of the whole evaluation system. Finally, three cases were used to verify the effectiveness. The comprehensive evaluation value and satisfaction degree of cases obtained according to the expert evaluation result and the global weights are consistent with the user experience survey, proving that the evaluation system is effective and feasible.