基于第三方视角的电子商务网站可信度评价模型

Estimation Model of Credible Degree of E-Commerce Web-site Based on View of the Third-Party

消费者如何选择有可信度的电子商务网站进行交易,是影响整个电子商务发展的关键问题。由于消费者能力的局限性,那么如何正确的评价电子商务网站的可信程度就成了中立的第三方机构的责任。本文基于第三方的视角,构建了电子商务网站的可信度评价指标体系及评价因素集,并建立了灰色关联可信度评估模型,以图对电子商务网站可信度的综合评估提供一个方法。

How to choose a trustworthy e- conanerce Web site is the key for the consumers, which would affect the devel- opment of e- commerce industry. Because of the limitations of the consumers＇ ability, seeking for the proper evaluation of the credibility for the e - ~rce site has become a responsibility of the neutral third party. Based on the third - party, the paper set up an index system of credible degree and evaluation factors set. This paper adopted gray correlation estimate model in order to judge the credit of the e- commerce website.