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

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3 Author(s)
Tianhui You ; Sch. of Bus. Adm., Northeastern Univ., Shenyang, China ; Lu Li ; Bingbing Cao

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.

Published in:

Information Science and Management Engineering (ISME), 2010 International Conference of  (Volume:2 )

Date of Conference:

7-8 Aug. 2010