Credibility evaluation of B-to-C e-commerce enterprise

摘要

As the rapid development of the Internet, B2C e-commerce plays the important role in the life. However, the issues of trust block the development of B2C e-commerce. According to the relevant data of 2009–2010 China Internet Development Statistics Report and 2009–2010 online shopping in China Development Report and based on the domestic and international theories, this article established the theoretical trust model of B2C e-commerce and used the DEA model as the evaluation method. This method improves the lack of quantifying in trust evaluation and the defects of complex weigh. It plays the active role in promoting the credibility evaluation of B2C e-commerce.