摘要
本文认为,客户与客户之间的电子商务因交易的匿名性和流动性,信任成为其是否成功的关键因素。影响信任度的主要因素有三个方面:一是技术因素,主要包括在线交易站点的安全性、良好的导航系统、对个人隐私的保护、在线支付的便利性等;二是商家因素,主要包括信誉与商家知名度、产品质量与售后服务、物流配送体制等;三是客户因素,主要包括客户的个人消费心理,客户对信任的偏好,是否有朋友或权威的第三方对商家进行介绍与推荐,有无网上购物经历等。据此,本文基于模糊集合理论的思想,建立了客户与客户之间的电子商务客户信任度综合评价模型,并给出了详细的决策步骤。
C2C E-commerce is E-commerce of Customer to Customer. Because of anonymity and flexibility of C2C on-line transaction, trust plays a critical role on successful E-business. The trust evaluation model is the tool to describe this relationship. Firstly, in this paper factors trust affected are analyzed and a hierarchical trust evaluation index table is built. Then we establish the trust degree evaluation model based on fuzzy sets theory and Dubois-and-Prade operator for C2C Ecommerce. Next the detailed decision-making process is illuminated. Finally, by an instance the rationality and objectivity of this trust degree evaluation model is proved.
出处
《中国流通经济》
CSSCI
北大核心
2009年第2期35-38,共4页
China Business and Market
