移动电子商务消费者交易信任度评估仿真研究

发布时间：2018-06-13 11:17

本文选题：移动电子商务 + 消费者交易　；参考：《计算机仿真》2017年08期

【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。
[Abstract]:Evaluating the transaction trust of mobile e-commerce consumers can effectively improve the safety factor of e-commerce transaction process. To evaluate the transaction trust of mobile e-commerce, it is necessary to realize the distribution of the trading trust evaluation right, get the membership degree of the transaction trust, and complete the mobile e-commerce consumer transaction trust evaluation. The traditional model gives the formula of interactive trust degree of mobile e-commerce entity, and calculates the trust degree of trust recommendation entity, but neglects to obtain the membership degree of transaction trust value, which leads to the low accuracy of evaluation. Based on fuzzy decision theory, this paper presents a trust evaluation model for mobile electronic commerce (MEC) consumers. Based on the intuitionistic fuzzy theory, the pseudo-membership degree of consumer evaluation is calculated, and the direct and indirect trust is obtained by combining K-means clustering theory. The membership degree of the customer trust value of mobile e-commerce is obtained, and the evaluation model of the trust degree of consumer transaction in mobile electronic commerce is established. The experimental results show that the proposed model is more accurate in the evaluation of consumer trust in mobile e-commerce transactions and can effectively reduce the interaction risk.
【作者单位】：五邑大学经济管理学院;
【基金】：五邑大学青年基金(2014sk08)
【分类号】：F713.36

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