摘要
作为一种新兴的电子商务模式,O2O电子商务巨大的发展前景引起了国内外的广泛关注,消费者的信任是其成功的关键因素。本文从消费者、线下商家、O2O电子商务平台及交易环境四个方面构建了O2O电子商务消费者信任评价模型,应用层次分析法和模糊综合评价法进行了实证研究。结果表明,当前O2O电子商务消费者信任仍处于较低水平,可以通过提高消费者线下线上的体验、保持良好的商家口碑、建立较高的平台声誉以及引入第三方机构认证等措施,有效提升O2O电子商务的消费者信任度。
As a new e - commerce model, 020 e - commerce has attracted wide attention because of its tremendous prospect of devel- opment, and consumer trust is one of the key factors which lead it to success. An evaluation model of consumer trust in 020 e- commerce is constructed based on four dimensions： consumer, offline business, 020 e- commerce platform and transaction environment. An empirical study on the model is conducted by applying the analytic hierarchy process and fuzzy comprehensive evaluation method. The study shows that consumer trust in 020 e -commerce is still at a low level. To im- prove consumer experience of online and offline, to maintain a good public praise, to establish higher platform reputation, and to introduce the third party certification can effectivelv enhance consumer trust in 020 e - commerce.
出处
《企业经济》
北大核心
2015年第7期110-114,共5页
Enterprise Economy
基金
国家社会科学基金项目"区域创新体系中的信息资源配置与服务模式研究"(批准号:10CTQ017)
佛山市哲学社会科学规划项目"佛山电子商务发展现状调查"(批准号:2014-jg06)
广东教育科学"十二五"规划课题"基于成果导向教育的<市场调查技术>课程教学改革研究与实践"(批准号:2013JK292)
关键词
消费者信任
020
模糊综合评价
层次分析法
consumer trust
online to offline
fuzzy comprehensive evaluation
analytic hierarchy process （AHP）
