Partener’s Selection Of E-commerce Reputation Alliance Based On F-TOPSIS Method

E-commercial reputation alliance is an ordered group which is made up of plentiful, independent, and common interest members in cyberspace, and the members take a certain connections as the link. The group is run based on the common reputation and individual honesty, linked by shared e-commercial platform.relayed on modern information technology. The group is a generic boundary network with the features of equal status, resource complementary, and advantage complementary etc. The main features are:integrated management on the alliance reputation,each member contribute and share the group reputation, send the trustworthy committee to customers with the guaranty of group reputation, and get the additional competitive advantages which are unattainable only rely on themselves.However, member’s opportunism and adverse selection problem caused by information asymmetric will threaten and destabilize the establishment and maintenance of the alliance connection. To solve the above questions, Partner selection, as the key affecting factor of e-commercial reputation alliance reliability, shall be seriously focused on. To select the appropriate partners, partners’selection shall base on the reputation information management mechanism, according to the reality, combine the new characteristic of e-commercial reputation, and establish more reasonable partner evaluation system and methods.Based on the further study of related theory and combined the reality.according to the feature of e-commercial reputation alliance, the article has established a scientific and efficient partner evaluation index system and a appropriate partner selection method.The main study of the article includes:(1)Basic theory study. Based on the theory of reputation information,defined the e-commercial reputation; analyze the connotation of e-commercial reputation alliance partners’ relationship according to the theory of group reputation:Conclude and define the principle of partner selection combined with the feature of e-commercial reputation alliance; Particularly, classify the e-commercial reputation alliance difference from two different perspectives, state the respective difference and different partner selection emphasis. Conclude current selection methods of alliance partner selection, analyze their advantages and disadvantages, and direct the design of partner selection methods in the article.(2)Establish the e-commercial reputation alliance evaluation index system. Analyze related documents, and confirm the criterion of index system:Take a full account of the feature and difference on various e-commercial reputation alliance; Dialyze the different emphases about the indicators which will evaluate the different types of alliance partners. Combined with e-commerce reputation Partner Selection principles and the characteristics of e-commerce reputation Alliance, Established the six dimensions of e-commerce reputation alliance partners evaluation index system:the advantages of enterprise resource, the willingness to cooperate, the quality of products, the capabilities of enterprise, the credit and environment of enterprise. Based on these six dimensions has builded a primary evaluation index system of the partner selection, and found the method of indicators optimization to amend and inspect the primary index system.(3)Design a model to select the partner of e-commerce reputation alliance. Analyze the pros and cons of those existing common methods, avoiding the defects of these methods to design the special selection method for this article, and then try to improve it. In this article a selection method based on the F-TOPSIS is presented. The specific steps of this method are as follows:first, use the multi-linear regression to determine the weights of indicators; Second,use the triangular number to quantify the candidate partners’qualitative indicators, then constituted a decision matrix; Just standardized decision matrix, so the positive or minus ideal solutions can be confirmed. According to TOPSIS method to calculate partners’approach degrees to ideal solutions; Based on approach degrees, sequencing all the candidate partners in the reputation alliance, on the basis of the sequence, the best partners can be selected.