Evaluating the Enterprise Website Credibility from the Aspect of Online Consumers

Abstract

E-commerce is essentially based on trust. The level of enterprise Website credibility is an important basis for the Website browsers (or consumers) deciding whether to take further action or not, and will have a great influence on their purchase decision-making. This paper firstly defines the meaning of the enterprise Website credibility. Secondly, it divides the enterprise Website credibility into three parts: the Website image credibility, the information content credibility and the business function credibility. Thirdly, it establishes the evaluation index system of the enterprise Website credibility, which including the target layer, 3 criterion layers, 8 sub-criterion layers and 29 plan layers. At Last, it analyses the fuzzy comprehensive evaluation method of the enterprise Website credibility and draws some conclusions.

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