Credit Evaluation Of E-Enterprise Based On Trust Social Network

"Internet +" has become the main trend of industrial transformation and upgrading. on the one hand, the network plays an increasingly important role in people’s life and become a catalyst for economic development in our country, on the other hand, some problems such as fraud trade and credit speculation. those unsolved problems will seriously hinder the development of e-commerce. Therefore websites put forward some credit evaluation models. As those models are easy to operate, and have a certain practicality that they gain popularity, but the problems existing in the traditional credit evaluation model, such as lacking different authentication conditions between the seller and the buyer, still not been solved. To this, the paper set up a credit evaluation model based on trust social network.This article first introduces the basic theory of credit evaluation, gives the concept and characters of the credit and trust, analyses the definition, connotation and sources of credit risk, leading to the feasibility and necessity of credit evaluation on e-enterprise. E-enterprise credit evaluation model was conducted through a series of evaluation indexes, combining the characteristics of the credit and trust, puts forward the principle of designing credit evaluation index system, combines domestic and foreign literature related to credit evaluation index, based on practice, the dissertation designs a set of e-enterprise credit evaluation index. With reference to the principle of AHP compute the weighting of every credit evaluation indicator.Secondly, in this paper, by studying the trust model of social network, introduces the basic theory of social network, preliminary understanding the definition and theory of social network, emphasizes the applicability and rationality of social network in the field of e-enterprise credit evaluation. Then illustrate trust transformation and aggregation in a social network model.Thirdly, this paper introduces some trust models, based on the relative trust model to complete the imperfect information, based on the average trust model and trust e-enterprise credit evaluation model. Considering the phenomenon of lacking e-enterprise credit evaluation information, based on social network. calculate the relative trust degree and average trust degree, so complete the imperfect e-enterprise credit evaluation matrix. And using the method of multiple attribute group decision making, gather every credit evaluation matrix to a group credit evaluation matrix, then compute the final credit value.Finally, an empirical example is used to verify the feasibility and applicability of the proposed e-enterprise credit evaluation model. At the same time, carries on analysis and summary, also face the deficiency of this paper, put forward the future direction.