SEM-Based Trust Evaluation Model and Algorithm for B2C E-Commerce

Abstract

With the advancement of information technology and the large-scale popularization of the Internet, the promotion and application of e-commerce has greatly promoted the information communication between the supply and demand sides, significantly reduced transaction costs, and effectively improved the overall economic benefits of enterprises and their participation in domestic and foreign markets Competence. This paper aims to study the B2C e-commerce trust evaluation model and algorithm based on SEM. Experiments based on the fuzzy theory-based B2C credit evaluation model construction equation and least squares algorithm to analyze the influencing factors of trust in B2C e-commerce. Experimental data shows that consumers' distrust of online merchants, in addition to factors other than the lack of security, also accounts for a large proportion of consumers' distrust of product quality and the merchant's after-sales service attitude. The development of e-commerce is likely to be on the rise. The experimental results show that through a survey of online shopping Internet users, people's trust in Internet shopping is as follows: all are unreliable 4%, a small part is reliable 14%, half are reliable and half are unreliable 60%, and most are reliable 18%, all reliable accounted for 1%, no clear attitude accounted for 3%. This paper is based on the SEM equation theory and the B2C credit evaluation model combined with fuzzy theory. It is of great significance for analyzing the factors affecting e-commerce trust and evaluating website customer trust. Through actual proof, it is found that the algorithm we research is effective and feasible.