基于网络框架的电子商务评价模型的构造与优化

Construction and Optimization of E-business Evaluation Model Based on the Network Framework

相较于传统的商务交易,在线电子商务由于其灵活性,逐渐成为人们的主要的购物方式之一。不同于传统交易,怎么获得客观的信任信息是决定在线交易成败的关键因素之一。本文结合已有的电子商务评价模型,借鉴传统商务交易中的社会关系网对于评价机制的积极作用,构造信息网络中的拓扑结构,分析实体与实体之间的关系属性,给出一种简单实用的在线交易的评价模型。

In comparison with the traditional business transactions, online shopping has become one of the main shopping options because of its flexibility. Unlike the traditional business transactions, how to obtain objective information of trust evaluation is one of the determinants for the success of the online shopping. In this paper, a simple and practical evaluation model for the online shopping was proposed. In this model, we exerted the positive effects of social networks by the evaluation mechanism of traditional business. On the basis of the existing e-commerce evaluation models, the topological structure of the information network was designed, and the relationship between entities was analyzed.