Title: The customer trust evaluation of e-commerce market based on portfolio weighting: cloud model

Authors: Wei Chu; Huaxi Chen

Addresses: School of Economics and Management, Bengbu University, Bengbu, 233030, China ' School of Mathematics and Physics, Bengbu University, Bengbu, 233000, China

Abstract: In order to improve the evaluation effect of customer trust in e-commerce market, this paper studies the evaluation method of customer trust in e-commerce market based on combination weighting and cloud model. According to the technical, business, the customer first three factors, e-commerce market customer trust evaluation index system; then the combined weight of evaluation index is determined by the improved analytic hierarchy process (AHP) and entropy method; finally through the cloud model building customer trust evaluation level discriminant model, introducing fuzzy entropy for final evaluation results. Experiments show: the method is constructed of the evaluation index in the index layer Cronbach 's were significantly higher than 0.7, shows that this method has a better effect of index system building, can effectively promote the electronic commerce often customer trust evaluation results.

Keywords: combination weighting; cloud model; e-commerce market; customer trust; AHP; analytic hierarchy process; entropy value method.

DOI: 10.1504/IJEP.2022.132356

International Journal of Environment and Pollution, 2022 Vol.71 No.1/2, pp.126 - 140

Received: 30 Jul 2022
Accepted: 17 Oct 2022
Published online: 18 Jul 2023 *

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