基于卖方行为影响的电子商务在线信誉评价

针对电子商务这一特殊交易环境中存在的信誉问题，以卖方行为造成的影响作为独特视角对电子商务在线信誉评价问题进行系统分析.从欺诈、服务、产品、交易四个方面建立了由14个指标构成的综合评价指标体系，采用层次分析法确定了各指标的权重，并运用模糊综合评价法对卖方行为影响下的在线信誉进行综合评价.旨在提高卖方信誉度的真实性，使购物者能够放心地进行在线购物，为以后研究建立信誉度评价模型提供基础，促进电子商务安全快速发展.

Evaluation of E-commerce Online Reputation Influenced by Seller Behaviors

Aiming at the reputation crisis existing in such a special trading environment as electronic commerce (E-commerce) and taking seller behaviors as a unique perspective, E-commerce online reputation was systematically explored. A 14-index synthetic evaluation index system including fraud, service, product and transaction was developed, and the weight of each index was determined by using the AHP(analytic hierarchy process) method. Besides, the online reputation influenced by seller behaviors was given a synthetic assessment by means of fuzzy comprehensive evaluation. The purpose is to improve sellers' reputation so that buyers can rest assured while shopping online, provide a sound foundation for constructing reputation evaluation models and guarantee the safe and fast development of E-commerce.