基于模糊理论的电子商务声誉管理模型研究

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1、天津大学博士学位论文基于模糊理论的电子商务声誉管理模型研究姓名：卢志刚申请学位级别：博士专业：管理科学与工程指导教师：张维20070501ABSTRACTTrustproblemofE．commercehasbeenincreasinglyafocusofpeople’Sattention．Studiesbyresearchersshowthate=comlneTcereputationofenterpriseshaspositiveimpacttoaRhanceonlinecustomer仃毗

2、andcouldbringcontinuingbenefitsforbusiness．BusinesscompetitionbasedOnreputationmanagementbecomesthenewstrategyforbusinessdevelopmentine-market．ThestrategydistinguishesfromthetheoryofleveraginglegalmechanismstoregulateelectronicmarketsSO舔tOboostmarket

3、confidence．Intheopennetworkenvironment,thereputationrelationshipsamongentitiesaredymmic．Thee-businessreputationmanagementinvolvesmanydifferentelements：thecollaborationamongentities，collectionoftheinformationtoassessthereputation,andthestandardsforrep

4、utationassessment,Ase-businessreputationissubjective，ambiguous，dyllamic，whichcouldnotbeaccuratelydescribedandverified,itisnecessarytoseeknew．solutions．TliecontributiOnsofthisdissertationareasfollows：1)Agamingmodelofe-businessreputationmanagementispre

5、sented．Themodelisestablishedbothintheincompleteandcompleteinformationconditions．Underdifferentconditions，itstudiesthemixedcost-efficiencystrategiesandanalyzesthechoicesolutionsofreputationmodelbetweenbusinessandconsumeLItexplainsthatinthelong-termtra

6、nsactionrelationship，businesseswillstrivetoestablishimageandmaintainreputationtohavelong—termcooperationl'eVenUe．Themodelalsodiscussesthecotmterm&qsuresofdiscountrate，，discipUnarymeasuresandmechanismstoenhallcereputation．2)Ane-conllngl'cesubjectivere

7、putationmanagement，modelbasedonfuzzyispresented．Themodelgivesthedefinitionofe-comlnerceinthenetworkenvironment，andanalyzesthereputationattributesofasymmetry,transferability,dynamicchanges，andtheovertimeattenuation．Reputationvectorissetupbytheuseofamb

8、iguouslanguage；theformalreasoningofreputationvectorisconducted；algorithmoffuzzyconnectionandjointoperationsisdevelopedinordertostudythemechanismofe-businessreputationformation．Themodelalsoproposesafuzzyreputationclusteringmethodofdynamictypedefinitio