Research on Trust Evaluation Model Based on Statistical Data in E-Commerce

Yushui Xiao; Norriza Binti Hussin

doi:10.18282/jnt.v2i2.1096

Yushui Xiao Institute of Graduate School, SEGi University
Norriza Binti Hussin Institute of Graduate School, SEGi University

Article ID: 1096

184 Views, 29 PDF Downloads

DOI: https://doi.org/10.18282/jnt.v2i2.1096

Keywords: Statistical Data, Trust Evaluation Model, E-Commerce Activities

Abstract

Both the level of science and technology and peopleâ€™s economic level have been significantly improved in the present social background. With the application and popularization of computers and networks in peopleâ€™s homes, online shopping, which is of high flexibility and convenience, has emerged and gradually become an important choice to shop. In e-commerce activities, the trust between the two parties often directly affects the results of online transactions, which is even a very critical influencing factor. Therefore, an effective trust evaluation model will make a positive impact on the healthy and sustainable development of e-commerce activities. Based on the trust evaluation model of reputation that has been applied in practice, this article will integrate D-S evidence fusion algorithm into the new evaluation model and try to analyze its unique value in application.

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