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

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.