Research On Consumer Trust Evaluation Of B2C E-commerce Based On DEA

As the high-speed development of the economic globalization,information technology has more and more influence on the current way oflife. As comparable advantage business model, E-commerce has been moreand more into the life of people. B2C e-commerce is developing quickly, butthe problem of trust became the important obstacles and barrier in the futuredevelopment.This article reviewed and summarized lots of the domestic and foreignliterature, and be the technology acceptance model as the trust theoreticalbasis in this paper. Summarized the influence of B2C e-commerce websitescustomer trust evaluation index from the commercial factors and technicalfactors, then subdivided the two aspects from enterprise characteristics,business characteristics, the service characteristics, quality and payment, andfind the index about reflecting the management and decision-making of thetrust status indicators. Through the interview and the form of questionnaire torelated electronic business personnel to carry on the investigation and study,and use the SPSS software for the research of the original data analysis, then established the coarse index of B2C e-commerce websites customer trustevaluation index system.And according to the established the index system design questionnaire,through the way of questionnaire to collect the trust data of Jing Dong,Moonbasa and Lafaso and analyze the trust evaluation efficiency in DEA, thenget comprehensive trust efficiency results. Used the current three e-commercewebsites trust evaluation summary to make corresponding Suggestions in thefuture.