基于改进D-S证据理论的生鲜电子商务信任模型研究  

A trust model of fresh agricultural products e-commerce based on the improved D-S evidence theory

作　　者：杨兴凯[1] 张晶晶 

机构地区：[1]东北财经大学管理科学与工程学院,辽宁大连116025 [2]大连科技学院信息科学学院,辽宁大连116041

出　　处：《辽宁师范大学学报（自然科学版）》2017年第4期467-473,共7页Journal of Liaoning Normal University:Natural Science Edition

基　　金：辽宁省教育厅科学研究一般项目(L2014459)

摘　　要：在生鲜电子商务的发展中,消费者信任度受到信息不透明、物流水平不到位、质量安全等原因的限制,这是导致消费者对生鲜电子商务交易意愿薄弱的重要原因.本文构建生鲜电子商务信任模型,用以测度生鲜电商中的消费者信任度及其变化.一方面,根据目前国内生鲜电子商务以特产为主的特点,考虑产品特性、质量认证等指标,构建评价指标体系,评价了消费者的直接信任;另一方面,在推荐信任中运用改进D-S证据理论,在证据可信度中综合考虑交易频繁度和交易相似度,使得推荐信任更加客观有效.Within the development of Fresh Agricultural Products E-commerce,consumer trust is limited by information opaque,logistics quality,foodsafety and so on,which leads to the weakness of consumers＇ purchase intention.This paper builds a trust model of Fresh Agricultural Products E-commerce to measure the customer trust degree and its change.On the one hand,considering the indicators such as product features,quality certification and other indicators,evaluation indicators system is built to measure direct trust based on characteristics of Fresh Agricultural Products E-commerce.On the other hand,recommendation trust model employs the improved D-S Evidence Theory and the recommendation trust is more objective and effective by considering the transaction frequency and transaction similarity in the evidence credibility.

关 键 词：生鲜农产品 电子商务 信任模型 模糊理论 D-S证据理论 

分 类 号：F724.2[经济管理—产业经济] F323