基于DEA模型的B2C电子商务顾客信任评价研究

发布时间：2018-03-02 15:08

本文选题：B2C电子商务　切入点：信任评价　出处：《北京化工大学》2012年硕士论文　论文类型：学位论文

【摘要】：全球化经济高速发展的今天，信息技术已经越来越多的影响着当下的生活方式。与此同时，具有明显优势的电子商务，迅猛的出现在我们的日常生活中。当B2C电子商务蓬勃发展之时，信任问题也继而成了阻碍当下和未来发展的重要障碍之一。本文通过梳理和总结国内外文献，将理论基础建立在技术接受模型之上，从商业因素和技术因素两个方面整理归纳出影响B2C电子商务网站顾客信任的主要指标，再将这两方面的指标进行细分，从企业特征，商业特征，服务特征，网站质量和支付特征这几方面进行考量，并划分出能够反映信任状况的经营决策指标。通过访谈和问卷的形式对相关电子商务工作人员进行调研，运用SPSS软件对调研的原始数据进行分析，对粗指标进行验证和剔除，建立了B2C电子商务网站顾客信任评价的指标体系。进而根据建立的指标体系设计问卷，通过问卷的方式收集京东商城，梦芭莎和乐蜂网的信任数据，运用数据包络分析的方法对京东商城，，梦芭莎和乐蜂网的信任效率进行评价，获得综合信任效率结果。对当下三家电子商务网站进行信任评价总结，也对日后信任的投入产出方面做出相应的建议。
[Abstract]:Today, with the rapid development of the global economy, information technology has more and more influence on the current way of life. At the same time, e-commerce, which has obvious advantages, When B2C e-commerce is booming, trust has become one of the important obstacles to the development of current and future. Through combing and summing up the domestic and foreign literature, the theoretical foundation is based on the technology acceptance model, and the main indexes that affect the customer trust of B2C e-commerce website are summarized from two aspects: commercial factor and technical factor. Then we subdivide the two indicators to consider the enterprise characteristics, business characteristics, service features, website quality and payment features. And the management decision index which can reflect the trust condition is divided. Through the form of interview and questionnaire, the related e-commerce staff are investigated, the raw data of the investigation are analyzed by SPSS software, and the rough index is verified and eliminated. The index system of customer trust evaluation for B2C e-commerce website is established. Then, according to the established index system, the questionnaire is designed, and the trust data of JingDong Mall, moonbasa and Lefeng are collected by means of questionnaires, and then we use the method of data Envelopment Analysis to collect the trust data from JingDong Mall, then use the method of data Envelopment Analysis. The trust efficiency of moonbasa and Lefeng is evaluated, and the result of comprehensive trust efficiency is obtained. The trust evaluation of the three current e-commerce websites is summarized, and the corresponding suggestions on the input-output of trust in the future are also made.
【学位授予单位】：北京化工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F724.6;F224

【引证文献】