Title: Decision-making method of e-consumption behaviour and attitude based on social network trust model

Authors: Lan Qian

Addresses: Suzhou Industrial Park Institute of Vocational Technology, Suzhou 215123, China

Abstract: In order to improve the problems of low accuracy and long time-consuming in the traditional decision-making methods of electronic consumption behaviour and attitude, this paper proposes a new decision-making method of electronic consumption behaviour and attitude based on social network trust model. Firstly, the social network trust model is used to calculate the comprehensive trust of e-consumption. Secondly, penalty clustering is introduced to divide the electronic consumption behaviour data, and the classification results of electronic consumption behaviour and attitude are obtained. Finally, the decision-making function of e-consumption behaviour and attitude is constructed, and the output result of the function is the decision-making result of e-consumption behaviour and attitude. The experimental results show that compared with the traditional decision-making methods, the calculation accuracy of the comprehensive trust value of this method is higher; it can accurately divide the consumer behaviour and attitude, and further shorten the decision-making time.

Keywords: social network trust model; electronic consumption behaviour; attitude decision.

DOI: 10.1504/IJWBC.2023.134864

International Journal of Web Based Communities, 2023 Vol.19 No.4, pp.255 - 266

Received: 15 Dec 2021
Accepted: 06 May 2022
Published online: 15 Nov 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article