{"title":"A Consumer Trust Assessment Model for Online Shopping Based on Fuzzy Fusion Decision-Making","authors":"Mengtian Zhang, Di Wu, Hui Xu, Zheng Chao","doi":"10.4018/joeuc.349730","DOIUrl":null,"url":null,"abstract":"With the rapid development of e-commerce, online shopping has become an indispensable part of people's daily lives. However, consumers often face trust issues during online shopping, such as product quality and seller integrity, which directly impact their shopping experience and purchasing decisions. Therefore, accurately assessing consumer trust has become a crucial task. This study first constructs a consumer trust assessment system, analyzing and selecting key factors related to consumer trust, and establishes a model for assessing consumer trust for online shopping. Subsequently, we propose an assessment method based on text mining and deep learning sentiment analysis techniques to extract consumer sentiment information from specified consumer reviews. Furthermore, through fuzzy decision-making fusion strategy, we integrate sentiment information from the dimensions of quality assurance, reliability, and responsiveness to enhance the accuracy of the assessment.","PeriodicalId":49029,"journal":{"name":"Journal of Organizational and End User Computing","volume":null,"pages":null},"PeriodicalIF":3.6000,"publicationDate":"2024-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Organizational and End User Computing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.4018/joeuc.349730","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMPUTER SCIENCE, INFORMATION SYSTEMS","Score":null,"Total":0}
引用次数: 0
Abstract
With the rapid development of e-commerce, online shopping has become an indispensable part of people's daily lives. However, consumers often face trust issues during online shopping, such as product quality and seller integrity, which directly impact their shopping experience and purchasing decisions. Therefore, accurately assessing consumer trust has become a crucial task. This study first constructs a consumer trust assessment system, analyzing and selecting key factors related to consumer trust, and establishes a model for assessing consumer trust for online shopping. Subsequently, we propose an assessment method based on text mining and deep learning sentiment analysis techniques to extract consumer sentiment information from specified consumer reviews. Furthermore, through fuzzy decision-making fusion strategy, we integrate sentiment information from the dimensions of quality assurance, reliability, and responsiveness to enhance the accuracy of the assessment.
期刊介绍：
The Journal of Organizational and End User Computing (JOEUC) provides a forum to information technology educators, researchers, and practitioners to advance the practice and understanding of organizational and end user computing. The journal features a major emphasis on how to increase organizational and end user productivity and performance, and how to achieve organizational strategic and competitive advantage. JOEUC publishes full-length research manuscripts, insightful research and practice notes, and case studies from all areas of organizational and end user computing that are selected after a rigorous blind review by experts in the field.
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