Research On Trust Degree Evaluation Of Social E-Commerce Based On BP Neural Network

E-commerce trust research has always been an important area and hotspot of scholars at home and abroad.E-commerce trust is an important basis for users to choose e-commerce transactions,and it is a key factor affecting the popularity of e-commerce.For the emerging social e-commerce,there is no complete and systematic research at home and abroad.To enhance the confidence of netizens in shopping,the first problem is to understand the key factors that affect trust,and then we can start from these key factors,evaluate the trust of e-commerce,and propose improved plans.As a new form,social e-commerce occupies an important position in the e-commerce industry.If appropriate evaluation standards and methods can be determined,a social e-commerce trust evaluation system can be established,and scientific and optimized methods are used for evaluation.Authoritative organizations can use this standard system to evaluate a social e-commerce application and determine its trust.As a basis for judging the trust of social e-commerce participants,it will definitely promote the further development of e-commerce.Therefore,this study uses BP neural network as the theoretical basis,and builds a trust evaluation index system from three aspects: seller,website,and external environment.It takes the factors that affect online trust as input,and uses the comprehensive trust score as an output.Technology to build a social e-commerce trust evaluation model.From the experimental point of view,the average error rate and standard deviation of the training sample and the test sample are both low,and the model has good stability.Therefore,the social e-commerce trust evaluation model constructed in this way has very important value,and can be used to evaluate the trust more accurately and effectively.This article is divided into six parts.The first part is the research background and research significance.It introduces the current research status at home and abroad,and summarizes the research methods and innovations.The second part is an overview of social e-commerce related theories,the definition of social e-commerce trust and social e-commerce trust,and a comparative analysis of social e-commerce trust evaluation methods.The third part is to build an evaluation model of sociale-commerce trust through a scientific and reasonable selection of index system and testing with reliability and validity.The fourth part is the training simulation of social e-commerce trust evaluation model based on BP neural network,and the experimental results are good.The fifth part is the conclusion to analyze and forecast the advantages and disadvantages of the evaluation model.