Research On The Construction Of Agricultural Product E-commerce Credit Evaluation System Based On Improved Fuzzy Comprehensive Evaluation Method

In recent years,the electronic commerce of agricultural products are developing rapidly,with the advantageous environments in the political,economic,social,and technological."Internet + agriculture" is gradually releasing energy,to make exploration and practice of the business sector,and academic study and analysis in academia.Since the emergence of e-commerce of agricultural products in 1994,its business models innovate all the time,and today the B2 C model has become the most mature,the most widely used and influential model.However,rapid development of agricultural e-commerce faces many problems and challenges,one of the difficulties to be solved is credit evaluation.Agricultural goods have a high level of experiencing,some cases of false advertising,fraud,perfunctory refund are seriously disrupting the agricultural products market order,and without an effective credit evaluation and certification mechanisms from Government and market.For lack of previous studies,based on practice,focus on B2 C e-commerce of agricultural products,the paper uses rigorous statistical method and deduction to build the credit evaluation index system,uses a combination of objective and subjective approaches to allocate the weights,uses revised fuzzy comprehensive evaluation to complete the precise classification of agricultural credit.In building B2 C e-commerce credit evaluation index system of agricultural products,the paper focuses the points of experts and scholars and is based on practice,and uses principal component analysis method to adjust indicators more scientific,objectivity and representativeness.Final index system includes 3 level indicators and 17 secondary indexes.In empower,the paper uses a combination of subjective and objective,and subjective weighting method uses triangular fuzzy analytic hierarchy process,objective weighting method uses entropy weight method.This combination of weighting method focuses on human intelligence,and also excavates the inherent characteristics of the data,in the same,considers fuzziness of the judgment of the human mind,to make weights more scientific,effective and accurate.On the evaluation model,the paper uses the revised fuzzy comprehensive evaluation method,in order to fully take into account fuzzy phenomenon and fuzzy concept in the process,and contains more usefulinformation than the traditional method.Empirical analysis shows that evaluation results are consistent with the actual condition,to verify the effectiveness and feasibility of the approach.Method innovation of this research benefits to solve business credit risk of agricultural products,and to promote the development of agricultural e-commerce and whole agriculture in china by the healthy and sustainable way.