Consumers’ Perceived Trust Evaluation of Cross-border E-commerce Platforms in the Context of Socialization
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...
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| Published in | Procedia computer science Vol. 199; pp. 548 - 555 |
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| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
Elsevier B.V
01.01.2022
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| Subjects | |
| Online Access | Get full text |
| ISSN | 1877-0509 1877-0509 |
| DOI | 10.1016/j.procs.2022.01.067 |
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| Abstract | 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. |
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| AbstractList | 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. |
| Author | Guanxing, Song Qiongwei, Ye Yuwen, Huang |
| Author_xml | – sequence: 1 givenname: Huang surname: Yuwen fullname: Yuwen, Huang organization: Buisness school, Yunnan University of Finance and Economics, Kunming, 650000, China – sequence: 2 givenname: Song surname: Guanxing fullname: Guanxing, Song organization: Baoshan Municipal People’s Government, Baoshan, 678000, China – sequence: 3 givenname: Ye surname: Qiongwei fullname: Qiongwei, Ye email: 382939642@qq.com organization: Buisness school, Yunnan University of Finance and Economics, Kunming, 650000, China |
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| Cites_doi | 10.1080/15265161.2018.1431328 10.1016/j.elerap.2015.12.001 10.1007/s11704-015-5008-y 10.2307/249008 10.1509/jmkr.47.2.215 10.1287/isre.13.3.334.81 10.1016/S1071-5819(03)00041-7 |
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| Keywords | cross-border e-commerce social context consumer perceived trust |
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| Title | Consumers’ Perceived Trust Evaluation of Cross-border E-commerce Platforms in the Context of Socialization |
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