电子商务信任的模糊综合评价  

Fuzzy Comprehensive Evaluation of the Trust in E-Commerce

作　　者：赵娜[1] 宋光兴[2] 

机构地区：[1]晋城职业技术学院,山西晋城048026 [2]云南财经大学公共管理学院,云南昆明650221

出　　处：《长治学院学报》2011年第2期78-81,共4页Journal of Changzhi University

基　　金：国家社会科学基金资助项目(04XSH001)

摘　　要：电子商务信任一直是倍受研究者关注的问题,文章针对影响电子商务信任的四个主要因素,分别给出了相应的二级因素,通过模糊重心评价分析方法分析出各主要因素对电子商务信任的影响,从而利于指导电子商务网站或企业对自身进行改进和完善。With the continuous development of e-commerce in China,trust in e-commerce has been paid more attentions by scholars.Many scholars have studied the overall evaluation of the trust in e-commerce.But the results do not have a better practical guide to e-commerce sites or e-commerce companies.In this paper,the secondary factors of the four main factors which affect the trust in e-commerce are given.The fuzzy center gravity evaluation method is used to analyze the impact of the main factors on the trust in e-commerce.The results can guide the e-commerce sites or e-commerce companies to improve and perfect their service.

关 键 词：电子商务 信任 模糊重心 

分 类 号：F713.36[经济管理—产业经济]