Abstract:

Online to offline (O2O) e-commerce is a combination of online channels and offline ones At present, the booming of the O2O e-commerce is a hot issue in our country It is clear that the consumer trust is important to the development of O2O e-commerce; however, there is no research on the measure of consumer trust The related factors of consumer trust degree of O2O e-commerce in four dimensions are studied, including customer factor, vendor factor, website platform factor and transaction environment factor Then a comprehensive evaluation method based on analytical hierarchy process (AHP) and the fuzzy analysis is set up Finally, an empirical study on the model using the customers’ data is conducted Empirical analysis shows that the consumer trust of the current level of O2O e-commerce is low The research model and the quantified result can provide information support to scientific decision-making for vendors at different stages of O2O e-commerce development

Key words: online to offline e-commerce, trust measure, fuzzy comprehensive evaluation method