Research On User Trust Models Of B2C E-commerce

E-commerce has developed widely and rapidly all over the world, and it had made essential contribution to the world's economy. It takes more proportion of the GDP. Along with the flourish of E-commerce, its demerit shows up quietly, which has been adverted gradually. Some defects, such as lack of guarantee of trust, impediment of logistics, the faultiness of system must be paid more attention and solved, or it will hold up the development of e-commerce, including B2C model e-commerce. To evaluate the trust level of customer and classify the marketplace, we seek to establish a model appropriate to B2C Market.This thesis starts with analyzing the origin of trust problems, compared with the traditional business, to figure out how those trust problems happen during Online trade. The thesis will give clear definitions to trust and those related, then it will present the course of trust research. It will discuss the differences of e-commerce and business in traditional type according to its own characteristics of e-commerce, based on the traditional way of solution for trust problems in the trade process, together with the development status of e-commerce to indicate the significance of developing E-commerce trust model. The thesis will probe into the characteristic of several models for trust evaluation and classifications, to seek ask for both their advantages and disadvantages to find a proper one to utilize. In the third part, an evaluation index and a model will be built to evaluation trust of customer. Finally we will describe the application of BP ANN model in individual trust evaluation. The outcome of this model is helpful to the companies'decision-making.