Consumers’ Perceived Trust Evaluation of Cross-border E-commerce Platforms in the Context of Socialization

• Published in: Procedia computer science Vol. 199; pp. 548 - 555
• Main Authors: Yuwen, Huang, Guanxing, Song, Qiongwei, Ye
• Format: Journal Article
• Language: English
• Published: Elsevier B.V 01.01.2022
• Subjects: consumer perceived trust; cross-border e-commerce; social context; cross-border e-commerce; social context; consumer perceived trust
• ISSN: 1877-0509; 1877-0509
• DOI: 10.1016/j.procs.2022.01.067

In the current online shopping environment, the virtual nature of transactions and the characteristics of trans-temporal transactions make them subject to certain uncertainties and risks. Trust perception is the main means and way to establish a trust relationship between cross-border e-commerce and consumers.. This article analyzes the characteristics of consumers and cross-border e-commerce to build a consumer perception trust evaluation index system from three aspects, and applies the AHP method to determine the final index system. The evaluation results of the K-means algorithm are more objective and can be applied to the problem of consumer perception trust evaluation of cross-border e-commerce. The evaluation results can be used for cross-border e-commerce to intuitively understand consumers’ trust in themselves, and then improve their shortcomings in a targeted manner.