Study On The Enterprise Website Credibility From The Aspect Of Online Consumers

Since the 1990s, the electronic commerce flourishes globally as never before. There is a trend of transactions via the Internet, and there has been an appreciable increase in the volume of E-business. More and more enterprises have adopted this kind of new commercial pattern, and have set up their own websites, engaged in business activities with a view to improve their market adaptability and competitiveness. However, the quality of enterprise website is not so optimistic and the value has not displayed. E-commerce is essentially based on trust. The level of the 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.At present, the research results on the enterprise website credibility are insufficient, and the evaluation studies on the enterprise website credibility are still at an elementary stage both at home and abroad. Thus, it has special significance for online consumers making rational, scientific and effective evaluation of the enterprise website credibility in order to help the enterprise take more effective measures to enhance the website credibility and to promote the sustained, healthy and vigorous development. Accordingly, this paper attempts to make a comprehensive study on the evaluation and promotion strategies of the enterprise website credibility from the aspect of online consumers, guided by the basic ideas of "what is the enterprise website credibility, how to evaluate the enterprise website credibility and how to improve the enterprise website credibility".Apart from the introduction and conclusion part, the paper consists of five chapters and the main contents are as follows:The 1st chapter is the theoretical foundation of the enterprise website credibility. Firstly, it defines the meaning and analyzes the characteristics of the enterprise website credibility by combing and integrating the concepts of trust and online consumer. Secondly, it analyzes the formation mechanisms and the impact factors of the enterprise website credibility. Thirdly, the constituents of the enterprise website credibility are divided into three parts:the website image credibility, the information content credibility, the business function credibility. Finally, it builds an online shopping process based on the assessment of the enterprise website credibility.The 2nd chapter is the construction of index system for evaluating enterprise website credibility. According to the basic design principles of index system and the specific content of the three constituent elements and through three rounds of online consumers’ questionnaire surveys, 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 scheme layers.The 3rd chapter is the construction of evaluation model of enterprise website credibility. Firstly, it determines the assessment method of scheme level index. As the indicators are qualitative indicators, it can use the rank universe of discourse method based on Delphi method to appraise these index. Secondly, it determines the weight of each indicator. In view of the characteristics and advantages of AHP, based on the online consumers’questionnaire survey, it determines each indicator’s weight using AHP. Finally, it constructs the synthetic evaluation model. Since the evaluation of enterprise website credibility has the property of ambiguity, the multi-level fuzzy comprehensive evaluation model can be used to evaluate the enterprise website credibility based on consumers’ advices.The 4th chapter is the examples of evaluating the enterprise website credibility. Considering the amount of data and the time constraints, it only selects three enterprise websites as the examples and evaluating them by using the created evaluation index system and evaluation model, and it indicates that the evaluation model is scientific and feasible.The 5th chapter is the proposals for promoting the enterprise website credibility. Firstly, it analyzes the basic aims of enhancing the enterprise website credibility, including bringing in new customers, maintaining the old customers and winning back the lost customers. Secondly, it suggests that the enterprise should insist on these principles, such as taking the consumers as the center, honesty and credit, overall planning, dynamic adjustment, paying attentions to details and acting according to one’s capacity, in order to promote the enterprise website credibility. Finally, it proposes the specific measures of how to enhance enterprise website credibility, respectively are:protecting the legitimate rights and interests of consumers, improving the overall quality of enterprise products, strengthening the enterprise website construction, improving the service quality of the enterprise website, creating security environment of the enterprise website, optimizing the enterprise website marketing pattern, improving the overall quality of the staff.