电子商务信任与决策模型研究

发布时间：2018-04-28 12:34

本文选题：电子商务 + 二层节点　；参考：《青岛理工大学》2016年硕士论文

【摘要】：进入21世纪以来,随着计算机和Internet技术的快速发展和普及,电子商务作为一种新兴的商业模式得到了迅猛发展,为人们的生活带来了很多的便利,但同时也带来了很多安全隐患和威胁,其中信任缺失问题已经成为阻碍电子商务健康快速发展的瓶颈。如何建立、维护、促进电子商务交易双方的信任关系,明晰交易存在的客观风险,为交易提供可靠的、安全的、科学的交易决策依据,保证交易的安全进行,已经成为实现电子商务更进一步发展的最急需解决的主要问题。本文主要的研究工作包括:(1)分析了现有典型的电子商务信任评估模型并从多角度对其进行分类研究。主要从信任类别进行分类研究。(2)分析了与电子商务信任、交易决策理论等有关的核心概念。从不同领域对信任的定义进行了阐述,并对信任的分类及特征进行了讨论,最后解释了风险和可交易度的含义。(3)提出了一种基于二层节点和客观风险的电子商务信任评估模型。本模型引入了二层节点的推荐信息,考虑了较为全面的影响因素(交易金额、交易时间、交易次数、交易评分、交易失败惩罚因子等)来综合计算节点信任度,并融入了交易中可能存在的客观风险,提出可交易度的概念,将其作为节点是否进行交易的决策依据。经仿真实验证明,本模型能够有效提高交易决策的安全性和有效性且具有较强的抗攻击能力。(4)提出了一种基于层次分析法(AHP)的电子商务交易决策模型。本模型引入层次分析法进行定性与定量分析,并综合商品属性、服务态度、物流服务、安全系统等多个方面计算交易决策依据的具体量化值,为交易决策提供数据支持。经实验分析证明,本模型有效提高了电子商务交易决策的准确性和有效性,帮助买家避免恶意交易。
[Abstract]:Since twenty-first Century, with the rapid development and popularization of computer and Internet technology, e-commerce has developed rapidly as a new business model. It has brought many conveniences for people's life, but it also brings a lot of security risks and threats. The problem of lack of trust has become a hindrance to the health of e-commerce. The bottleneck of rapid development is how to establish, maintain, promote the trust relationship between the two parties, clear the objective risk of the transaction, provide reliable, safe and scientific basis for the transaction and ensure the safety of the transaction, which has become the most urgent problem to be solved in the further development of e-commerce. The main research work of this paper is as follows: (1) it analyzes the existing typical e-commerce trust evaluation model and classifies it from multiple angles. It mainly classifies it from the category of trust. (2) it analyzes the core concepts related to e-commerce trust and transaction decision theory, and expounds the definition of trust from different fields. The classification and characteristics of trust are discussed, and the meaning of risk and transactional degree is explained at last. (3) an e-business trust evaluation model based on two layers of nodes and objective risks is proposed. This model introduces the recommendation information of two layers of nodes and takes into account the more comprehensive factors (transaction amount, transaction time, transaction times, and exchange rate). Easy score, transaction failure penalty factor, etc. to calculate the degree of trust of the node, and integrate the possible objective risk in the transaction, and put forward the concept of the transaction degree as the basis for the decision of the transaction. The simulation experiment proves that the model can effectively improve the security and effectiveness of the transaction decision and have a strong effect. 4. (4) an e-business transaction decision model based on analytic hierarchy process (AHP) is proposed. This model introduces the analytic hierarchy process (AHP) for qualitative and quantitative analysis, and calculates the quantitative value of the decision basis in many aspects, such as commodity attribute, service attitude, logistics service, security system and so on. It provides a number of transaction decisions. According to the experimental analysis, it is proved that this model effectively improves the accuracy and effectiveness of e-commerce trading decisions, and helps buyers avoid malicious transactions.

【学位授予单位】：青岛理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;TP309

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