Study on Recommended Trust Evaluation Model in C2C E-Commerce Considering Consumer Purchasing Preference

摘要：

This paper develops a recommended trust evaluation model in consideration with consumer purchasing preference in C2C e-commerce. Firstly, we analyze the three main aspects that influence the sellers trust in C2C e-commerce from product, service and consumer, on the basis of this, a new seller trust evaluation index system is established. Then, the evaluation information given by consumers with the same purchasing preference are integrated based on D-S evidence theory, so it can get the recommended trust degree for new consumer to make decision. Finally, an example is used to illustrate the use of the proposed method.

关键词： C2C e-commerce recommended trust evaluation consumption preference index system evidence theory

作者: Tianhui You Lu Li Bingbing Cao

作者单位: School of Business Administration Northeastern University Shenyang, China

会议类型: 国际会议

会议名称: 2010 International Conference of Informationa Science and Management Engineering(2010年信息科学与管理工程国际学术会议 ISME 2010)

会议地点: 西安

会议语种:英文

页码: 619-622

在线出版日期: 2010-08-07（万方平台首次上网日期，不代表论文的发表时间）