Title: An evaluation of customer trust in e-commerce market based on entropy weight analytic hierarchy process

Authors: Yan Liu

Addresses: School of Finance, Xi'an Eurasia University, Xi'an, Shanxi 710065, China

Abstract: In order to solve the problems of large generalisation error, low recall rate and low retrieval accuracy of customer evaluation information in traditional trust evaluation methods, an evaluation method of customer trust in e-commerce market based on entropy weight analytic hierarchy process was designed. Firstly, build an evaluation index system of customer trust in e-commerce market. Secondly, the customer trust matrix is established, and the index weight is calculated by using the analytic hierarchy process and entropy weight method. Finally, five-scale Likert method is used to analyse the indicator factors and establish a comment set, and the trust evaluation value is obtained by combining the indicator membership. The experiment shows that the maximum generalisation error of this method is only 0.029, the recall rate is 97.5%, and the retrieval accuracy of customer evaluation information is closer to 1.

Keywords: e-commerce market; customer trust; trust evaluation; entropy weight method; analytic hierarchy process; index weight; degree of membership; commentary.

DOI: 10.1504/IJITM.2024.139569

International Journal of Information Technology and Management, 2024 Vol.23 No.3/4, pp.193 - 205

Received: 26 Oct 2022
Accepted: 27 Feb 2023
Published online: 04 Jul 2024 *

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