Recommended Trust Evaluation in B2C E-Commerce Based on Fuzzy Analytic Hierarchy Process

Authors:
Tian Bo;Wang Jia
Affiliations:
Shanghai University of Finance & Economics, China;Carnegie Mellon University, USA
Venue:
International Journal of Knowledge and Systems Science
Year:
2012

Citing 5
Cited 0

Building consumer trust online

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The development of initial trust in an online company by new customers

Information and Management
A multidimensional trust formation model in B-to-C e-commerce: a conceptual framework and content analyses of academia/practitioner perspectives

Decision Support Systems
A survey of trust and reputation systems for online service provision

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International Journal of Electronic Commerce

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Abstract

Trust investigation in Business-To-Customer B2C E-commerce is usually based on analyzing relative compositions of B2C E-commerce, and mainly focuses on direct perceived trust of consumers. But in real B2C E-commerce, recommended trust of mature consumer is an important channel to enhance trust for a new consumer. A recommended trust evaluation method in B2C E-commerce is proposed based on fuzzy analytic hierarchy process. Firstly, compositions that affect online trust in B2C electronic-commerce are analyzed comprehensively. An individual trust evaluation system is established. Furthermore, for a new consumer, using trust evaluations of multiple mature consumers that he/she is familiar with, the study adopts fuzzy analytic hierarchy process to build composite recommended trust evaluation method. Finally, the proposed recommended trust evaluation method is applied to evaluate recommended trust of real B2C online shopping. It simulates the process of trust evaluating of a new consumer and illustrates the validity of proposed recommended trust evaluation method.