中文摘要：

以B2C电子商务网站为研究对象，基于用户体验的角度，从主观感受到的网站外观吸引力和实际操作后网站的可用性两个角度对网站进行综合评价。首先，分别建立了B2C电子商务网站外观吸引力和可用性评价指标体系，应用序关系法确定各评价指标的权重系数，构建B2C电子商务网站外观吸引力评价模型和可用性评价模型；其次，建立了B2C电子商务网站用户偏好评价模型；最后，选取典型网站，对建立的用户偏好评价模型进行验证。

英文摘要：

In the current study, B2C e-commerce sites were researched based on user experience,proceeding to the following two aspects： the website＇ s appearance attraction and usability. The first, B2C e-commerce sites＇ appearance attraction and usability evaluation index systems were established. The weights of each index system are determined using method of order relations,B2C e-commerce sites＇ appearance attraction evaluation model and usability evaluation model were constructed. Second, the B2C e-commerce sites＇ user preferences evaluation models were constructed. Lastly, By choosing typical website, the prediction model of user preference evaluation was confirmed.