摘要
电子商务的发展带动了网上购物的进步,网上信任是影响网上购物的一个很重要的因素。分析了信任以及网上信任的影响因素,建立了网上信任的模糊综合评价模型,并运用此方法对一个商家的信任程度进行了研究。
With the development of electronic commerce,there is also the progress of network shopping. On - line trust is one of the important elements which affect the network shopping. The definition of trust and its influencing factors is analyzed. A fuzzy synthesis appraisal model of on - line trust and the investigation of one merchant＇s trust degree are established.
出处
《武汉理工大学学报（信息与管理工程版）》
CAS
2007年第3期117-120,共4页
Journal of Wuhan University of Technology：Information & Management Engineering
关键词
网上信任
模糊综合评价
网上购物
on - line trust
fuzzy synthesis appraisal
network shopping
