Using Multi-Level Fuzzy Comprehensive Evaluation Method to Evaluate the E-Commerce Website Credibility

The E-commerce website credibility has become a deciding factor in network marketing. The website credibility is a sense of trust and its intensity towards the E-commerce website is produced by the customer. According to the factors affecting the customer´s assessment of the E-commerce website credibility, the evaluation indicator framework is divided into three level indicators, respectively: the website image credibility, the information content credibility and the business function credibility. There are a number of second-level and third-level indicators under each level indicator. Since the E-commerce website credibility is one kind of subjective psychology feeling, the multi-level fuzzy comprehensive evaluation based on the expert consultation and the customer questionnaire survey can be used to evaluate the E-commerce website credibility. This paper finally takes a gift company website as a case study, and has carried out an evaluation of the degree of its credibility.