跨境电子商务物流中消费者信任影响因素分析--基于AHP模型

Analysis of Factors Influencing Consumer Trust in Cross-borderE-commerce Logistics--Based on AHP Model

跨境电子商务是推动中国对外贸易发展的中坚力量,但是目前增长放缓,主要原因在于消费者的信任不足,限制了跨境电子商务物流体系的发展。文中采用AHP模型,通过对文献的梳理,首先构建跨境电子商务物流体系中消费者信任影响因素评价体系,共四个层面十二个因素,其次剖析每个因素的相对权重,进而得出销售网站付款安全性、隐私保护、购物便利性与跨境物流的时效这几个因素对加强跨境电子商务消费者信任尤其重要。

Cross-border e-commerce is the backbone of China s foreign trade,but the current slowdown is mainly due to insufficient consumer trust,which limits the development of the cross-border e-commerce logistics system.This paper adopts the AHP model and combs through the literature,firstly constructs an evaluation system for consumer trust influencing factors in the cross-border e-commerce logistics system,with a total of twelve factors in four levels,and then analyzes the relative weight of each factor.And then we find that the security of payment on the sales website,the privacy protection of the sales website,the convenience of website shopping and the timeliness of cross-border logistics are especially important to strengthen the trust of cross-border e-commerce consumers.