B2C电子商务中基于D-S证据融合理论的推荐信任评价模型

Recommended Trust Evaluation Model in Business-to-Consumer E-Commerce Based on D-S Evidence Fusion Theory

B2C电子商务中成熟消费者推荐是增强新消费者信任的重要渠道。基于证据融合理论,提出一种B2C电子商务中的推荐信任评价模型,从消费者、商品、服务商及其网站、技术和人文环境等方面多视角地分析B2C电子商务中的在线感知信任影响因素,由在线感知信任影响因素建立成熟消费者的个体信任评价指标;对于一个新消费者,根据他熟悉的多个成熟消费者的个体信任评价,基于D-S证据融合理论,提出由多个成熟消费者的信任评价融合而成的推荐信任评价模型,将提出的推荐信任评价模型应用于实际B2C在线购物推荐信任评价。实验结果表明,该模型可以有效地描述新消费者的推荐信任评价过程。

Recommended trust of mature consumers is an important channel of increasing the trust for a new consumer in B2C E-commerce. A new recommended trust evaluation model in B2C E-commerce was proposed based on information fusing theory in this paper, h aims to analyze the factors which affect online perception trust in B2C E-commerce from multiple perspectives namely, consumer, merchandise, seller and its web, technology and social environments. Firstly, the individual trust evaluation indices of mature consumers were established based on influencing factors of online perception trust. Then, the recommended trust evaluation model was proposed based on Dempster-Shafer （D-S） evidence fusion theory by using the composite trust eval- uation of multiple familiar consumers for a new consumer. At last, the proposed recommended trust evaluation model was applied to evaluate the recommended trust of some real B2C online shopping. The experimental results showed that the model can effectively describe the procedure of trust evaluation for a new consumer.