Evaluating the Enterprise Website Credibility from the Aspect of Online Consumers
Evaluating the Enterprise Website Credibility from the Aspect of Online Consumers
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DOI：
10.1109/icmecg.2009.115
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发表时间：
2009-09
期刊：
影响因子：
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通讯作者：
Dan Zhao;Chunhui Tan;Yutao Zhang
中科院分区：
文献类型：
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作者：
Dan Zhao;Chunhui Tan;Yutao Zhang
电子商务本质上是建立在信任的基础上的。企业网站可信度的高低是网站浏览者（或消费者）决定是否采取进一步行动的重要依据，并将对其购买决策产生很大影响。本文首先界定了企业网站可信度的含义。其次，将企业网站可信度分为网站形象可信度、信息内容可信度和业务功能可信度三部分。第三，建立了企业网站可信度评价指标体系，包括目标层、3个准则层、8个子准则层和29个方案层。最后，对企业网站可信度的模糊综合评价方法进行了分析，并得出了一些结论。
E-commerce is essentially based on trust. The level of enterprise website credibility is an important basis for the website browsers (or consumers) deciding whether to take further action or not, and will have a great influence on their purchase decision-making. This paper firstly defines the meaning of the enterprise website credibility. Secondly, it divides the enterprise website credibility into three parts: the website image credibility, the information content credibility and the business function credibility. Thirdly, it establishes the evaluation index system of the enterprise website credibility, which including the target layer, 3 criterion layers, 8 sub-criterion layers and 29 plan layers. At Last, it analyses the fuzzy comprehensive evaluation method of the enterprise website credibility and draws some conclusions.