主观电子商务声誉双模糊综合评价模型

Dual-fuzzy comprehensive evaluation model for subjective e-commerce reputation

针对电子商务声誉具有模糊、主观、动态特性,提出一种对电子商务声誉进行综合评价的多层次模糊评判模型。对电子商务声誉进行模糊逻辑描述,建立论域以及论域上的模糊集,通过隶属度函数对各个阶段电子商务交易进行多级模糊评判。针对如何整合群体意见,提出一种模糊灰色关联层次分析法计算因素重要性程度的方法。通过算例示例电子商务声誉评判过程,并对评判结果进行分析和评价,结果表明有较好的一致性。

As for the vague,subjective and dynamic characteristics of e-commerce reputation,a multi-level fuzzy comprehensive evaluation model of e-commerce reputation is proposed.The fuzzy logic description of e-commerce reputation is shown to establish the domain and the fuzzy set of the domain of e-commerce reputation.Fuzzy membership function is used to evaluate each period of e-commerce transactions.For the issue of integrating group views,it puts forward a fuzzy grey relational analytic hierarchy method to calculate the degrees of significance of factors.Numerical example of e-commerce reputation evaluation process is demonstrated,and the results are analyzed.The evaluation results are in good consistency.