Recommended Trust Evaluation in B2C E-Commerce Based on Fuzzy Analytic Hierarchy Process

doi:10.4018/jkss.2012070106

CORC > 上海财经大学 > 上海财经大学

	Recommended Trust Evaluation in B2C E-Commerce Based on Fuzzy Analytic Hierarchy Process
	Bo, Tian 1; Jia, Wang 2
刊名	INTERNATIONAL JOURNAL OF KNOWLEDGE AND SYSTEMS SCIENCE
	2012-07-01
卷号	3 期号:3 页码:60-69
关键词	Analytic Hierarchy Process Business-to-Customer (B2C) Electronic Commerce Fuzzy Evaluation Recommended Trust Trust Evaluation
ISSN号	1947-8208
DOI	10.4018/jkss.2012070106
英文摘要	Trust investigation in Business-To-Customer (B2C) E-commerce is usually based on analyzing relative compositions of B2C E-commerce, and mainly focuses on direct perceived trust of consumers. But in real B2C E-commerce, recommended trust of mature consumer is an important channel to enhance trust for a new consumer. A recommended trust evaluation method in B2C E-commerce is proposed based on fuzzy analytic hierarchy process. Firstly, compositions that affect online trust in B2C electronic-commerce are analyzed comprehensively. An individual trust evaluation system is established. Furthermore, for a new consumer, using trust evaluations of multiple mature consumers that he/she is familiar with, the study adopts fuzzy analytic hierarchy process to build composite recommended trust evaluation method. Finally, the proposed recommended trust evaluation method is applied to evaluate recommended trust of real B2C online shopping. It simulates the process of trust evaluating of a new consumer and illustrates the validity of proposed recommended trust evaluation method.
WOS研究方向	Operations Research & Management Science
语种	英语
出版者	IGI GLOBAL
WOS记录号	WOS:000214779400006
内容类型	期刊论文
源URL	[http://10.2.47.112/handle/2XS4QKH4/2128]
专题	上海财经大学
通讯作者	Bo, Tian
作者单位	1.Shanghai Univ Finance & Econ, Shanghai, Peoples R China; 2.Carnegie Mellon Univ, Pittsburgh, PA 15213 USA
推荐引用方式 GB/T 7714	Bo, Tian,Jia, Wang. Recommended Trust Evaluation in B2C E-Commerce Based on Fuzzy Analytic Hierarchy Process[J]. INTERNATIONAL JOURNAL OF KNOWLEDGE AND SYSTEMS SCIENCE,2012,3(3):60-69.
APA	Bo, Tian,&Jia, Wang.(2012).Recommended Trust Evaluation in B2C E-Commerce Based on Fuzzy Analytic Hierarchy Process.INTERNATIONAL JOURNAL OF KNOWLEDGE AND SYSTEMS SCIENCE,3(3),60-69.
MLA	Bo, Tian,et al."Recommended Trust Evaluation in B2C E-Commerce Based on Fuzzy Analytic Hierarchy Process".INTERNATIONAL JOURNAL OF KNOWLEDGE AND SYSTEMS SCIENCE 3.3(2012):60-69.