社会化商务中基于经验及推荐的消费者感知信任模糊融合模型

doi:10.16381/j.cnki.issn1003-207x.2020.01.010

摘要/Abstract

摘要： 社会化商务中消费者根据个人经验和他人推荐建立感知信任，是一种典型的信任融合问题。其中，相似性决定了过往个人经验和他人推荐对消费者感知信任的影响力，是信任融合问题中的主导因素。信任融合起源于计算机网络安全领域，国内外学者对此进行了大量研究，但在社会化商务背景下，消费者感知信任的模糊性和感知信任形成的多源性问题对信任融合模型提出新的挑战，带来相似性与感知信任度量难及多源信任融合难问题。针对上述问题，以基于案例的决策理论（CBDT）为基础构建由相似性引导的模型框架，结合直觉模糊集和多属性决策方法构建感知信任模糊融合模型。该模型将决策者的经验与他人推荐相融合，将多种方法相结合优势互补，对完善信任融合方法体系有贡献，对多学科交叉有意义，为传统电子商务平台制定精准营销策略提供新思路，为社会化商务商家预测消费者感知信任提供新的度量方法。

关键词: 社会化商务, 信任融合, 感知信任, 直觉模糊集, 基于案例的决策理论

Abstract: With the booming of social commerce in recent years, trust fusion in social networks has become a crucial factor in consumer's decision making. Consumers establish perceived trust based on personal experience and recommendation, whose essence is multi-sources trust fusion. Trust fusion model originating from computer science has been fully analyzed by scholars worldwide. In social commerce, similarities between new decision making and experiential decision making, as well as recommendations play an important role in consumers' decision making. However, some new challenges have emerged in social commerce due to the fuzziness and multi-sources of consumers' perceived trust. Therefore, multi-sources trust fusion of consumers' trust in social commerce needs to be further analyzed.
Focusing on the fuzziness of consumers' perceived trust, a fuzzy trust fusion model is established by combining cased-based decision theory (CBDT) and multi-attribute decision making based on intuitionistic fuzzy sets. Consumers' perceived trust stemmed from experience and recommendation, hence our model is composed of three parts in working process:empirical trust calculation, recommendation trust calculation and trust fusion of both these two. The key influencing factors of perceived trust have been integrated into multi-attribute decision making based on intuitionistic fuzzy sets, whereas empirical trust and recommendation trust have been calculated respectively within the framework of CBDT, both fused grounded on anchoring effect.
The effectiveness of our model has been tested by case study and data analysis. The impact of personal experience, similarity and consensus operator on perceived trust has been illustrated to reveal the process of transformation from experience and recommendation to perceived trust. In the data analysis, the data has been collected by questionnaire, and the calculation result of perceived trust has been compared with the survey data. The viability and effectiveness of our results on perceived trust were validated in comparison and improved by prediction accuracy.
Combining decision maker's experience and recommendation, our model merge several methods such as CBDT and intuitionistic fuzzy sets which enable us to refine the trust fusion model research with the frame and new perspectives. With the assistance of the proposed method for perceived trust measurement, a new way for E-commerce platform is provided to make precise marketing strategy through consumers' online reviews and related social relationship.

Key words: social commerce, trust fusion, perceived trust, intuitionist fuzzy set, case-based decision theory

中图分类号:

F713

尹进, 胡祥培, 郑毅, 周子轩. 社会化商务中基于经验及推荐的消费者感知信任模糊融合模型[J]. 中国管理科学, 2020, 28(1): 122-133.

YIN Jin, HU Xiang-pei, ZHENG Yi, ZHOU Zi-xuan. Fuzzy Fusion Model of Consumers’ Perceived Trust Based on Experience and Recommendation in Social Commerce[J]. Chinese Journal of Management Science, 2020, 28(1): 122-133.

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