摘要
能否建立网络消费者信任是制约网上交易发展的最主要的因素。本文从消费者自身因素和卖家因素两方面出发,考察消费者对网络卖家信任度的11个指标,建立消费者对网络卖家信任度综合评价的指标体系,利用层次分析法将各种指标量化,确定了各评价指标的权重,对其进行综合评价。
Whether the online consumer trust can be built has been the most important factor which has restricted the development of the online transactions. From two aspects of the consumer oneself and sellers factors, 11 indicators of Comsumer＇s Trust in Online Sellers was analyzed, and a Comsumer＇s Trust in Online Sellers model was established. The weight values of each factor are calculated by using analytic hierarchy process （AHP）. Finally, This model can be used to comprehensively evaluate the Comsumer＇s Trust in Online Sellers.
出处
《软件》
2013年第5期134-136,共3页
Software
关键词
网络卖家信任度
层次分析法
影响因素
评价模型
online comsumer trust
analytic hierarchy process
factors
comprehensive evaluation
