Research on Trust Evaluation Model Based on Statistical Data in E-Commerce

Abstract

Both the level of science and technology and people’s economic level have been significantly improved in the present social background. With the application and popularization of computers and networks in people’s homes, online shopping, which is of high flexibility and convenience, has emerged and gradually become an important choice to shop. In e-commerce activities, the trust between the two parties often directly affects the results of online transactions, which is even a very critical influencing factor. Therefore, an effective trust evaluation model will make a positive impact on the healthy and sustainable development of e-commerce activities. Based on the trust evaluation model of reputation that has been applied in practice, this article will integrate D-S evidence fusion algorithm into the new evaluation model and try to analyze its unique value in application.