基于模糊综合评判法的社会化电商潜在信任影响因素研究  

Research on the Potential Trust Influencing Factors of Social Ecommerce Based on Fuzzy Comprehensive Evaluation Method

作　　者：宋磊[1] SONG Lei(College of Economics and Trade of Fujian Jiangxia University,Fuzhou 350108)

机构地区：[1]福建江夏学院经济贸易学院,福州350108

出　　处：《科技促进发展》2020年第10期1238-1244,共7页Science & Technology for Development

基　　金：2019年教育部产学合作协同育人师资培训项目(201901226019):“产学研用”模式下高校跨境电商专业群师资培训项目,负责人:宋磊

摘　　要：随着互联网的普及,传统的零售模式无法跟上数字经济的脚步,电子商务迎来了快速发展阶段,与此同时社交+电商也走出了一条可发展道路,但是其中的信任问题依旧突出。本文在分析当前社会化电商潜在的信任影响因素的基础上,运用模糊综合评判方法分析了用户喜好值、能力专业度、用户熟悉度、口碑等因素对信任机制建立的影响程度。据此提出了把握用户喜好、提升专业能力、提升用户熟悉度、树立品牌口碑等对策建议以促进社会化电商网络中用户之间信任的建立。With the popularity of the Internet,e-commerce ushered in a rapid development stage,at the same time,social+e-commerce has also come out of a development path,but the trust problem is still prominent.On the basis of the current trust research results,this paper analyzes the potential factors affecting trust of current social e-commerce,and uses the method of fuzzy comprehensive evaluation to analyze the impact of each factor on the establishment of trust mechanism.Based on this,some countermeasures and suggestions are put forward,such as grasping users’preferences,enhancing professional competence,enhancing users’familiarity and establishing brand reputation,to promote the establishment of trust among users in social e-commerce network.

关 键 词：社会化电商 信任影响因素 模糊综合评判 

分 类 号：F724.6[经济管理—产业经济]