电子商务中基于统计数据信任评价模型研究.docVIP

电子商务中基于统计数据信任评价模型研究 　　摘要： 随着计算机的普及发展，在线购物因为其灵活性，已经成为众多消费者的购物方式之一。其中交易双方的信任度是决定在线交易成败的关键因素之一，所以设计一个有效的信任评价模型对于电子商务交易的健康发展有着重要意义。本文先从在实际中已广泛应用的基于声誉的信任评价模型入手，引入D-S证据融合算法，给出一种新的简单实用评价模型，仿真，并验证其的优越性。 　　Abstract： With the development and popularization of computers， online shopping is becoming one of the shopping options for many consumers because of its flexibility. The trust between trading parties is one of the determinants for the success of online shopping， so it is important to design a trust evaluation model for the healthy development of online shopping. By taking D-S evidence theory as t