The Credibility of Enterprise's Website and Its Evaluation in the Customer's Perspective

摘要

The credibility of website is a sort of psychological feeling, in other words, a sense of trust and its intensity towards the enterprise's website produced by the customers from individual or collective perspective. The credibility of website has become a decisive factor for the website's survival and an important driving force of promotion and market expansion. Currently, the credibility of website is still at a low level. There are many factors affecting the customer's assessment of the credibility of enterprise's website. According to the website's structure and function modules, the evaluation indicator framework for the credibility of enterprise's website is divided into three level indicators, respectively: the credibility of website structure, the credibility of website service, and the credibility of E-marketing. There are a number of second-level indicators under each level indicator. Since the credibility of website is one kind of subjective psychology feeling, it can use the multi-level fuzzy comprehensive evaluation based on the expert consultation and the customer questionnaire survey to evaluate the credibility of enterprise's website. This paper finally takes a gift company website as a case study, and has carried out an evaluation of its credibility. As the evaluation of ordinary customer is obviously different from that of the expert, together with the shortcomings inherent in questionnaire survey, the evaluation of credibility of website based on customer perspective may result in deviation sometimes.