基于网络消费者角度的企业网站可信度研究
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摘要
自20世纪90年代以来,在全球范围内,电子商务发展空前繁荣,通过互联网进行交易已成为潮流,电子商务交易额成倍增长。越来越多的企业开始采用这种新的商务模式,竞相在Internet上构建起自己的网站,从事商务活动,以期提高企业的市场适应能力和竞争实力。然而,企业网站的质量不容乐观,并没有充分发挥出企业网站应有的价值。电子商务本质上就是信任经济。企业网站可信度是网站浏览者(消费者)是否会产生进一步行为的评判依据之一,会对其购买决策产生很大的影响。
目前,国内外关于企业网站可信度的研究成果还不是很丰富,关于企业网站可信度评价方面的研究还处于刚起步阶段。而网络消费者如何合理、科学、有效地评价企业网站可信度,企业如何采取有效措施提升网站可信度,对于其电子商务的持续、健康、蓬勃发展具有特别的意义。本文试图从网络消费者的角度,遵循“什么是企业网站可信度,如何评价企业网站可信度,怎样提升企业网站可信度”的基本思路,对企业网站可信度评价与提升问题做出全方位的研究。
除引言与总结外,全文共5章,主要内容如下：
第1章是企业网站可信度研究的理论基础。首先,通过对信任与网络消费者的概念的梳理与整合,界定了企业网站可信度的含义,并分析了企业网站可信度的特点；其次,分析了企业网站可信度的形成机制和影响因素；然后,将企业网站可信度的构成要素分解为三个部分：网站形象可信度、信息内容可信度、商务功能可信度；最后,构建了一个基于网站可信度评估的消费者网上购物流程。
第2章是企业网站可信度评价指标体系的构建。在遵循指标体系设计的基本原则的基础上,按照企业网站可信度的三个构成要素的具体内容,通过三轮消费者问卷调查,构建了一个由目标层、3个准则层、8个分准则层、29个方案层指标构成的企业网站可信度评价指标体系。
第3章是企业网站可信度评价模型的构建。首先,确定方案层指标的评价方法。因指标都是定性指标,所以采用基于德尔菲法的等级论域方法来评价。其次,确定每个指标的权重。鉴于层次分析法的特点与优势,在消费者问卷调查的基础上,利用层次分析法确定了每个指标的权重。最后,构建综合评价模型。企业网站可信度评价具有模糊性,故可以采用基于消费者咨询的多层次模糊综合评价模型方法对企业网站可信度进行评价。
第4章是企业网站可信度评价实例。考虑到数据量与时间限制,仅选择三家企业网站作为实例,运用构建的企业网站可信度评价指标体系和评价模型对这三家企业网站的网站可信度进行实证分析,验证了模型的科学性和可行性。
第5章是提升企业网站可信度的对策。首先,分析了提升企业网站可信度的基本目的,包括发展新客户、维持老客户和赢回失去的客户；其次,建议企业提升网站可信度应坚持以消费者为中心、诚实守信、整体规划、动态调整、关注细节和量力而行等原则；最后,提出了提升企业网站可信度的具体措施,分别是：保护消费者的合法权益、提高企业产品整体质量、加强企业网站站点建设、提升企业网站服务质量、营造企业网站安全环境、优化企业网站营销模式、提高企业员工综合素质。
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.
目前,国内外关于企业网站可信度的研究成果还不是很丰富,关于企业网站可信度评价方面的研究还处于刚起步阶段。而网络消费者如何合理、科学、有效地评价企业网站可信度,企业如何采取有效措施提升网站可信度,对于其电子商务的持续、健康、蓬勃发展具有特别的意义。本文试图从网络消费者的角度,遵循“什么是企业网站可信度,如何评价企业网站可信度,怎样提升企业网站可信度”的基本思路,对企业网站可信度评价与提升问题做出全方位的研究。
除引言与总结外,全文共5章,主要内容如下：
第1章是企业网站可信度研究的理论基础。首先,通过对信任与网络消费者的概念的梳理与整合,界定了企业网站可信度的含义,并分析了企业网站可信度的特点；其次,分析了企业网站可信度的形成机制和影响因素；然后,将企业网站可信度的构成要素分解为三个部分：网站形象可信度、信息内容可信度、商务功能可信度；最后,构建了一个基于网站可信度评估的消费者网上购物流程。
第2章是企业网站可信度评价指标体系的构建。在遵循指标体系设计的基本原则的基础上,按照企业网站可信度的三个构成要素的具体内容,通过三轮消费者问卷调查,构建了一个由目标层、3个准则层、8个分准则层、29个方案层指标构成的企业网站可信度评价指标体系。
第3章是企业网站可信度评价模型的构建。首先,确定方案层指标的评价方法。因指标都是定性指标,所以采用基于德尔菲法的等级论域方法来评价。其次,确定每个指标的权重。鉴于层次分析法的特点与优势,在消费者问卷调查的基础上,利用层次分析法确定了每个指标的权重。最后,构建综合评价模型。企业网站可信度评价具有模糊性,故可以采用基于消费者咨询的多层次模糊综合评价模型方法对企业网站可信度进行评价。
第4章是企业网站可信度评价实例。考虑到数据量与时间限制,仅选择三家企业网站作为实例,运用构建的企业网站可信度评价指标体系和评价模型对这三家企业网站的网站可信度进行实证分析,验证了模型的科学性和可行性。
第5章是提升企业网站可信度的对策。首先,分析了提升企业网站可信度的基本目的,包括发展新客户、维持老客户和赢回失去的客户；其次,建议企业提升网站可信度应坚持以消费者为中心、诚实守信、整体规划、动态调整、关注细节和量力而行等原则；最后,提出了提升企业网站可信度的具体措施,分别是：保护消费者的合法权益、提高企业产品整体质量、加强企业网站站点建设、提升企业网站服务质量、营造企业网站安全环境、优化企业网站营销模式、提高企业员工综合素质。
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.
引文
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