基于模糊综合评价的O2O电子商务信任测度研究  

Model of Customer Trust in O2O E-commerce Based on Fuzzy Comprehensive Evaluation Method

作　　者：杨旭[1] 梁敏[1] 吴军[2] 

机构地区：[1]北京邮电大学经济管理学院,北京100876 [2]北京化工大学经济管理学院,北京100029

出　　处：《北京邮电大学学报（社会科学版）》2014年第3期45-51,共7页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

基　　金：国家自然科学基金项目(71372195)

摘　　要：消费者信任对于online to offline(O2O)电子商务的发展起到至关重要的作用,首先从消费者、商家及产品、O2O网站平台及交易环境四个方面,分析了影响O2O电子商务消费者信任的主要因素;然后用层次分析法(AHP)和模糊综合评价分析建立了O2O电子商务消费者信任测度模型,并采集数据对消费者信任模型进行了实证研究。实证分析表明,目前消费者对O2O电子商务的总体信任度水平偏低。该研究模型和量化测度结果可为商家在O2O电子商务发展的不同阶段的科学决策提供信息支持。Online to offline （020） e-commerce is a combination of online channels and offline ones. At present, the booming of the 020 e-commerce is a hot issue in our country. It is clear that the consumer trust is important to the development of 020 e-commerce; however, there is no research on the measure of consumer trust. The related factors of consumer trust degree of 020 e-commerce in four dimensions are studied, including customer factor, vendor factor, website platform factor and transaction environment factor. Then a comprehensive evaluation method based on analytical hierarchy process （AHP） and the fuzzy analysis is set up. Finally, an empirical study on the model using the customers＇ data is conducted. Empirical analysis shows that the consumer trust of the current level of 020 e-commerce is low. The research model and the quantified result can provide in- formation support to scientific decision-making for vendors at different stages of 020 e-commerce development.

关 键 词：ONLINE to offline电子商务 信任测度 模糊综合评价 

分 类 号：F713.36[经济管理—产业经济]