The Measurement Methods Of The Customers Trust To A Internet Bank Based On Fuzzy Evaluation

With the rapid development of modern information technology, the innovations in financial industry are created continuously. The emergence of Internet bank is a successful business innovation that broke the banks'management model continued for a hundred years. Some academics and bankers even deem Internet banks will replace traditional banks. Bill·Gates said "With the emergence of the Internet banks, the traditional banks will disappear in the 21st century like the extinct dinosaurs". In fact, Internet banks not only fail to replace the traditional banks but also face many difficulties in their development until now. Studies have shown that the real obstacle affecting its development is not the technology, but rather the customers' confidence of using the Internet banks. The lack of the customers'trust has restrained the development of Internet banks'.Scholars in various fields have carried out much research relating to the trust issues.This paper analyzes the main factors impacting on the customers'trust to a Internet bank from four aspects including the customers, the bankers, the bank website and the environment. The empirical result shows that the personal trust propensity, the bank reputation, the bank scale, the perceived usefulness of a web, the perceived ease of a web, the information quality of a web, the transaction institution, the Internet security and the social norms positively influence the trust belief of a customer, but the perceived risk negatively influence the trust belief of a customer. At the same time, the trust belief of a customer positively influences the trust intention. Based these factors impacting the customer's trust, the article designs the index system and applies AHP to determine the index weight. We choose Fuzzy Synthesis Evaluation to measure the synthesis trust degree.Whether customers choose to use Internet bank is relevant to their trust level, only customer trust degree exceeds a certain threshold, can customer use it. So it is necessary to measure customer trust to Internet bank. Due to the fuzzy and subjective characteristics of the trust, this paper establishes a trust measurement model based on the Fuzzy Logic Inference method, and uses the fuzzy logic toolbox in matlab to carry out an example.The customers'trust to a Internet bank is based on their trust to the website firstly because website is the interaction platform between customers and Internet banks, The paper establishes a website trust evaluation index system from the customer's view, and then constructs a website trust evaluation model by using the ELECTRE method and triangular fuzzy method.The paper is based on many scholars' researches, but it mainly focuses more on quantitative analysis to customer trust.The author hopes it would enrich online trust theory, in the meanwhile, it would provide the decision support for the managers in Internet banks.