移动电子商务消费者交易信任度评估仿真研究  

Simulation Study on Consumer Confidence in Mobile E-Commerce

作　　者：叶艺勇[1] 

机构地区：[1]五邑大学经济管理学院,广东江门529020

出　　处：《计算机仿真》2017年第8期247-250,共4页Computer Simulation

基　　金：五邑大学青年基金(2014sk08)

摘　　要：对移动电子商务消费者的交易信任度进行评估,能够有效提高电子商务交易过程的安全系数。对移动电子商务交易信任度的评估,需要实现交易信任度评估权值的分配,得到交易信任度值的隶属度,完成移动电子商务消费者交易信任度评估。传统模型给出移动电子商务实体交互信任度量公式,计算出信任推荐实体的可信程度,但忽略了得到交易信任度值的隶属度,导致评估精度偏低。提出基于模糊决策理论的移动电子商务消费者交易信任度评估模型。以直觉模糊理论为依据计算出消费者评估拟隶属度,结合K均值聚类理论得到直接信任和间接信任,实现移动电子商务消费者交易信任度评估权值的分配,得到移动电子商务消费者信任度值的隶属度,并组建移动电子商务消费者交易信任度评估模型。实验结果表明,所提模型在移动电子商务消费者交易信任度评估方面更加准确,能够有效降低交互风险。In this paper, we propose a model for credibility assessment of consumer deal in mobile electronic com- merce based on fuzzy decision - making theory. Firstly, according to intuitionist fuzzy theory, quasi - membership of consumer assessment was worked out and K - means clustering was integrated to obtain direct trust and indirect trust. Then, allocation of weight of the credibility assessment was achieved and membership of the credibility value was ob- tained. Experimental results show that the model has better accuracy in aspect of the credibility assessment. It can reduce interaction risk effectively.

关 键 词：移动电子商务 消费者交易 信任度评估 

分 类 号：TP393.08[自动化与计算机技术—计算机应用技术]