Research on Trust Evaluation Model Based on Statistical Data in E-Commerce
Abstract
Both the level of science and technology and people’s economic level have been significantly improved in the present social background. With the application and popularization of computers and networks in people’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.
References
Li X. Research on trust evaluation model in P2P e-commerce (in Chinese). Journal of Chongqing University of Science and Technology (Social Sciences Edition) 2011; (19): 89-90.
Zhang J, Liu J. Research of trust degree evaluation model for C2C e-commerce. China Business and Market 2009; 23(2): 35-38.
Tian B, Qin Z. Recommended trust evaluation model in business-to-consumer e-commerce based on D-S evidence fusion theory. Journal of Management Science 2008; 21(5): 98-104.
Li L. Research on trust evaluation model of e-commerce enterprises based on BP neural network in the cloud environment (in Chinese). E-Business 2016; (5): 40-41.
Zhang J. Study of trust evaluation mechanism for business-to-customer e-commerce. Journal of Shanxi Datong University (Natural Science Edition) 2013; 29(5): 4-9.
Li S, Zou Y, Wang F, et al. Research on customer trust evaluation model based on credit—Under B2B2C e-commerce model (in Chinese). Modern Business Trade Industry 2015; 36(5): 97-100.
Meng C, Wang X. Research on e-commerce credit evaluation model based on C2C model (in Chinese). Journal of Jinan Vocational College 2008; (6): 103-106.
Copyright (c) 2020 Journal of Networking and Telecommunications
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors contributing to this journal agree to publish their articles under the Creative Commons Attribution-Noncommercial 4.0 International License, allowing third parties to share their work (copy, distribute, transmit) and to adapt it, under the condition that the authors are given credit, that the work is not used for commercial purposes, and that in the event of reuse or distribution, the terms of this license are made clear. With this license, the authors hold the copyright without restrictions and are allowed to retain publishing rights without restrictions as long as this journal is the original publisher of the articles.
