Recommended Trust Evaluation in B2C E-Commerce Based on Fuzzy Analytic Hierarchy Process
Recommended Trust Evaluation in B2C E-Commerce Based on Fuzzy Analytic Hierarchy Process
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DOI：
10.4018/jkss.2012070106
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发表时间：
2012-07
期刊：
影响因子：
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通讯作者：
Tian Bo;Wang Jia
中科院分区：
文献类型：
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作者：
Tian Bo;Wang Jia
B2C电子商务中的信任调查通常是在分析B2C电子商务相关构成的基础上进行的，主要集中在消费者的直接感知信任上。但在现实的B2C电子商务中，成熟消费者的推荐信任是提升新消费者信任的重要渠道。提出了一种基于模糊层次分析法的B2C电子商务推荐信任度评估方法。首先，对B2C电子商务中影响网络信任的因素进行了综合分析。建立了个人信任评估体系。此外，对于一个新消费者，利用其熟悉的多个成熟消费者的信任评价，采用模糊层次分析法构建复合推荐信任评价方法。最后，将所提出的推荐信任评估方法应用于实际B2C网上购物推荐信任评估。模拟了一个新消费者的信任评估过程，验证了推荐信任评估方法的有效性。
Trust investigation in Business-To-Customer B2C E-commerce is usually based on analyzing relative compositions of B2C E-commerce, and mainly focuses on direct perceived trust of consumers. But in real B2C E-commerce, recommended trust of mature consumer is an important channel to enhance trust for a new consumer. A recommended trust evaluation method in B2C E-commerce is proposed based on fuzzy analytic hierarchy process. Firstly, compositions that affect online trust in B2C electronic-commerce are analyzed comprehensively. An individual trust evaluation system is established. Furthermore, for a new consumer, using trust evaluations of multiple mature consumers that he/she is familiar with, the study adopts fuzzy analytic hierarchy process to build composite recommended trust evaluation method. Finally, the proposed recommended trust evaluation method is applied to evaluate recommended trust of real B2C online shopping. It simulates the process of trust evaluating of a new consumer and illustrates the validity of proposed recommended trust evaluation method.