企业网站信任度模糊综合评价研究  

Research on Fuzzy Comprehensive Evaluating the Degree of Enterprise's Website Trustiness

作　　者：谭春辉[1] 赵丹[1,2] 

机构地区：[1]华中师范大学信息管理系,湖北武汉430079 [2]武汉大学信息管理学院,湖北武汉430072

出　　处：《情报科学》2009年第7期1094-1099,共6页Information Science

基　　金：国家自然科学基金资助项目(70673071)

摘　　要：网站信任度是客户从心理上对企业网站所产生的信任感及其强度。根据影响客户对企业网站信任度评估的因素,将企业网站信任度的评价指标框架分为三个一级指标。因网站信任度是一种主观的心理感觉,固可采用基于专家咨询和客户问卷调查的多层次模糊综合评价方法对网站信任度进行评价。文章最后还以一礼品网站为案例,对其信任度进行了评价。The degree of website＇s trustiness is a sense of trust and its intensity towards the enterprise＇s website produced by the customers. According to the factors affecting the customer＇s assessment of the degree of website＇s trustiness, the evaluation indicator framework for the degree of website＇s trustiness is divided into three level indicators. Since the degree of website＇s trustiness is one kind of subjective psychology feeling, it can use the multi-level fuzzy comprehensive evaluation based on the expert consultation and the customer questionnaire survey to evaluate the degree of website＇s trustiness. This paper finally takes a gift company website as a case study, and has carried out an evaluation of the degree of its trustiness.

关 键 词：企业网站 网站信任度 评价 电子商务 

分 类 号：F713[经济管理—产业经济]