Research On The Risk Evaluation Of Cross-border Online Shopping From The Perspective Of Consumers

With the development of economic globalization and the improvement of people's living standards,more and more people choose to buy foreign products through cross-border e-commerce.However,due to the lack of strict market supervision and the lag of relevant laws and regulations,the cross-border online shopping industry is in chaos,and the vital interests of consumers are seriously threatened.At the same time,the healthy development of cross-border e-commerce also encounters tremendous obstacles.Based on this background,from the perspective of consumers,this study analyzed the whole industry chain of cross-border online shopping and its various links,analyzed and summarized the risk factors faced by consumers in cross-border online shopping,classified and aggregated them according to certain principles and rules,and formed the risk evaluation index system of cross-border online shopping.Then through the questionnaire survey of cross-border online shopping and consumption users,according to the analysis and calculation of the survey results,the judgment matrix is obtained,which is the basis of the fuzzy comprehensive evaluation based on the network analytic hierarchy process.Then,through the opinions of experts in the industry,the influence and feedback relations of each element in the index system are established,and the model of network analytic hierarchy process is constructed.The importance ranking of each index layer is obtained by using Super Decisions,a professional software of network analytic hierarchy process.Based on this result,the risk of cross-border online shopping is evaluated comprehensively by using the method of fuzzy comprehensive evaluation.According to this result,we can clearly understand the overall risk level of cross-border online shopping and the risk level of each risk factor,which can give consumers a warning,and enable relevant cross-border e-commerce platforms,relevant government agencies to use limited time,energy and resources in important areas,effectively reduce risks,protect consumers' legitimate rights and interests,and enhance consumers' purchase.Experience of things.Finally,this paper puts forward some suggestions from the government,cross-border e-commerce platform and consumers on the supervision and avoidance of related risks,hoping to control the risk of cross-border online shopping to a certain extent.