CAJ | 학술논문

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。
수착계산궤적보급발전，재선구물인위기령활성，이경성위음다소비자적구물방식지일。기중교역쌍방적신임도시결정재선교역성패적관건인소지일，소이설계일개유효적신임평개모형대우전자상무교역적건강발전유착중요의의。본문선종재실제중이엄범응용적기우성예적신임평개모형입수，인입D-S증거융합산법，급출일충신적간단실용평개모형，방진，병험증기적우월성。
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 the fusion algorithm, a new simple and useful model based on the reputation trust evaluation model which has been widely used in practice was proposed in this paper. The superiority of this model was proved by simulation experiments.