Consumers’ Perceived Trust Evaluation of Cross-border E-commerce Platforms in the Context of Socialization

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.