基于纵横向拉开档次法的电子商务在线信誉评价模型

摘要

In the expanding e-commerce transaction environment,due to the lack of both parties′ background and expe-rience ,buyers are most concerned about the reputation of the sellers. This has become a bottleneck of the development of e-com-merce. Based on the previous studies on reputation evaluation model,the comprehensive evaluation method based on "means of undrawing level in vertical and horizontal direction" is proposed,whose characteristics are that the determination of the index weight can make the difference bigger between the evaluated sides as much as possible in vertical and horizontal directions,and can dynamically reflect the credibility of sellers,so that the reputation value changes with time.%在电子商务交易日益膨胀的环境下，交易双方都缺少对对方背景、经历等方面的了解，因此，在线卖家的信誉情况成为买家最关心的问题，信任问题已经成为电子商务发展中的瓶颈。在研究以往的信誉评价模型的基础上，提出运用“纵横向拉开档次法”的综合评价方法，其特点是使指标权重的确定能尽量将被评价对象在纵横向拉开档次，能够动态体现卖家的信誉情况，使信誉值随着时间的变化而变化。