ABSTRACT

This paper designs a consumer trust measurement model of agricultural e-commerce based on D-S evidence theory for improving the accuracy of consumer trust measurement of agricultural products e-commerce. First of all, the index system of consumer trust of agricultural products e-commerce was constructed. Then, the two sides of the transaction were divided into direct and indirect trust models. Secondly, according to the calculation results of direct trust, combining with redistributive conflict evidence, weight coefficient, time decay and confidence, indirect trust was calculated. Eventually, the comprehensive trust degree of agricultural e-commerce consumers was calculated based on D-S evidence theory. The results show that the model designed in this paper has good application effect and accurately measure consumer trust.

摘要

本文设计了基于DS证据理论的农产品电子商务消费者信任度度量模型，以提高农产品电子商务消费者信任度度量的准确性。首先，构建了农产品电子商务消费者信任度指标体系。然后，将交易的两个方面分为直接和间接信任模型。其次，根据直接信任的计算结果，结合再分配冲突证据，权重系数，时间衰减和置信度，计算出间接信任。最终，基于DS证据理论计算了农业电子商务消费者的综合信任度。结果表明，本文设计的模型具有良好的应用效果，可以准确地衡量消费者的信任度。