移动商务中基于综合评价的推荐信任评估模型  

Recommended Trust Evaluation Model in Mobile Commerce Based on Combination Evaluation Model

作　　者：胡润波[1] 杨德礼[1] 祁瑞华[1] 

机构地区：[1]大连理工大学系统工程研究所,辽宁大连116023

出　　处：《运筹与管理》2010年第3期85-93,共9页Operations Research and Management Science

基　　金：国家自然科学基金项目(70672092;70890083)

摘　　要：信任评价是移动商务信任管理中的一个重要问题。本文根据移动商务交易过程中涉及到的各元素结构关系,结合现有移动商务感知信任研究,从移动技术、Wap网站、移动商家和商品、制度环境五个方面多角度地分析移动商务感知信任影响因素,并以此建立移动商家信任度评价指标体系。同时,基于移动商务信任评价特点,构建基于最优推荐计算和ELECTREIII相结合的移动商家信任度评价模型。最后,以实例说明该模型的合理性和有效性。Trust evaluation is one of the most important problems in mobile commerce trust management.Based on analyzing elements relation in the structure of mobile commerce transaction process,combining researches of perception trust in M-commerce,and analyzing the factors which affect perception trust in M-commerce from multiple perspectives namely,mobile technology,Wap site,merchandise,seller and institutional environment,the article builds trust level evaluation indexes in M-commerce.Furthermore,on the basis of trust evaluation characteristic in M-commerce,the paper presents a recommended trust evaluation model in M-commerce which is the combination of optimal recommended results computing model and ELECTREIII model.Finally,a case study is given to show application and effectiveness of proposed model.

关 键 词：运筹学 推荐信任 综合评价 信任机制 移动商务 

分 类 号：N945.16[自然科学总论—系统科学]