Research on consumer trust measurement model for agricultural products e-commerce based on D-S evidence theory

Abstract

ABSTRACT This paper designs a consumer trust measurement model of agricultural e-commerce based on D-S evidence theory for improving the accuracy of consumer trust measurement of agricultural products e-commerce. First of all, the index system of consumer trust of agricultural products e-commerce was constructed. Then, the two sides of the transaction were divided into direct and indirect trust models. Secondly, according to the calculation results of direct trust, combining with redistributive conflict evidence, weight coefficient, time decay and confidence, indirect trust was calculated. Eventually, the comprehensive trust degree of agricultural e-commerce consumers was calculated based on D-S evidence theory. The results show that the model designed in this paper has good application effect and accurately measure consumer trust.