Recommended Trust Evaluation in B2C E-Commerce Based on Fuzzy Analytic Hierarchy Process

Trust investigation in B2C E-commerce is usually based on analyzing relative compositions of B2C E-commerce, and mainly focuses on direct perceived trust of consumers. But in real B2C E-commerce, recommended trust of mature consumer is an important channel to enhance trust for a new consumer. A recommended trust evaluation method in B2C E-commerce is proposed based on fuzzy analytic hierarchy process. Firstly, compositions that affect online trust in B2C electronic-commerce are analyzed comprehensively. An individual trust evaluation system is established. Furthermore, for a new consumer, using trust evaluations of multiple mature consumers that he/she is familiar with, the study adopts fuzzy analytic hierarchy process to build composite recommended trust evaluation method. Finally, the proposed recommended trust evaluation method is applied to evaluate recommended trust of real B2C online shopping. It simulates the process of trust evaluating of a new consumer and illustrates the validity of proposed recommended trust evaluation method.