The Measurement of the Consumer Trust to O2O E-Commerce Based on Fuzzy Evaluation

Author

Min Liang ; Xu Yang ; Haiying Ou

Author_Institution

Sch. of Econ. & Manage., Beijing Univ. of Posts & Telecommun., Beijing, China

fYear

2014

fDate

4-6 July 2014

Firstpage

113

Lastpage

116

Abstract

O2O E-commerce is booming. The consumer trust is important to the development of O2O, so this paper studies the related factors of consumer trust degree of O2O in four dimensions, including customer factor, vendor factor, website platform factor and transaction environment factor. We set up a comprehensive evaluation method based on Analytical Hierarchy Process and the fuzzy analysis. Empirical analysis shows that the current level of O2O consumer trust is low. The research model and quantified measure conclusion could provide some information support to vendors at different age of O2O development.

Keywords

analytic hierarchy process; customer satisfaction; electronic commerce; fuzzy set theory; O2O e-commerce; Web site platform factor; analytical hierarchy process; comprehensive evaluation method; consumer trust measurement; customer factor; fuzzy analysis; online-to-offline electronic commerce; transaction environment factor; vendor factor; Business; Educational institutions; Electronic commerce; Indexes; Internet; Safety; Security;

fLanguage

English

Publisher

ieee

Conference_Titel

Computational Sciences and Optimization (CSO), 2014 Seventh International Joint Conference on

Conference_Location

Beijing

Print_ISBN

978-1-4799-5371-4

Type

conf

DOI

10.1109/CSO.2014.157

Filename

6923648