电子商务信任的模糊综合评价

Fuzzy Comprehensive Evaluation of the Trust in E-Commerce

电子商务信任一直是倍受研究者关注的问题,文章针对影响电子商务信任的四个主要因素,分别给出了相应的二级因素,通过模糊重心评价分析方法分析出各主要因素对电子商务信任的影响,从而利于指导电子商务网站或企业对自身进行改进和完善。

With the continuous development of e-commerce in China,trust in e-commerce has been paid more attentions by scholars.Many scholars have studied the overall evaluation of the trust in e-commerce.But the results do not have a better practical guide to e-commerce sites or e-commerce companies.In this paper,the secondary factors of the four main factors which affect the trust in e-commerce are given.The fuzzy center gravity evaluation method is used to analyze the impact of the main factors on the trust in e-commerce.The results can guide the e-commerce sites or e-commerce companies to improve and perfect their service.