Research On The Mechanism Of UGC Affecting User Trust In Dwelling Fit-out E-commerce

In recent years,with the continuous implementation of the "Internet +" plan,traditional industries have successively transformed and upgraded with the help of network platforms.The real estate policy reforms in the 1990 s led to a trillion-level dwelling fit-out market,and the online platform for dwelling fit-out has become an important direction for the development of the dwelling fit-out industry in the era of "Internet +".Trust is the foundation of business activities.However,due to the characteristics of high single value,low frequency and large differences in offline services in dwelling fit-out transactions,the problem of low trust in the dwelling fit-out industry has existed for a long time.Therefore,for the sake of promotion of the platformization of dwelling fit-out industry,how to solve the problem of user trust in online transactions has become the core concern of platform enterprises in system design and operation management.Although the giants of the online platforms for dwelling fit-out have built a word-of-mouth evaluation system with UserGenerated-Content(UGC)as its core in order to help potential users newly accessing platforms to establish initial trust with dwelling fit-out service providers.However,due to the lack of corresponding supervision mechanism,the UGC-based e-commerce platforms generally have the problems of untrue content and uneven quality.Frequently exposed UGC failure problems also cause platform enterprises to fall into a crisis of trust.Due to the lack of concern to the online platforms for dwelling fit-out in the existing research on Internet platforms,how to solve the trust problem of platform enterprises for dwelling fit-out remains to be studied.Therefore,within the framework of trust theory,a user trust model for online platform for dwelling fit-out is constructed under the framework of reputation-based trust model(Rep Trust)through defining and analyzing UGC,online reputation and user trust in the context of the online platform for dwelling fit-out.This model is constructed for solving the problem of calculating the comprehensive trust degree of the path in the trust network structure of the online platform for dwelling fit-out and quickly finding the maximum trust path.In addition,this model would prevent the influence of false reputation through the application of Particle Swarm Optimization.A systematic study on the mechanism of UGC in dwelling fit-out e-commerce affecting user trust was conducted to solve the problem of the deviation of the impact of false UGC on user trust.The paper structure is as follows:(1)Literature review,research goals and technical route.Based on the literature review,this paper analyzes the research status of user trust,UGC and dwelling fit-out e-commerce,points out the deficiencies of the existing research,and then clarifies the research goals and directions,and designs study ideas.(2)Explain the theoretical basis and research methods.Through literature review,clarify the definition of user trust,reputation mechanism,UGC and the online platform for dwelling fit-out,introduce trust transfer theory,signal theory and social impact theory as the theoretical basis,introduce reputation-based trust model(Rep Trust)and particle swarm optimization algorithm to provide the follow-up method guidance for the construction of the user trust model of the online platform for dwelling fit-out.(3)Construct a user credibility calculation model for online platform for dwelling fit-out.Starting from the definition,classification and composition of the online platform for dwelling fit-out,the relationship of trust in the research context is sorted out.Based on the UGC quality evaluation framework,a calculation model for converting UGC’s text content into reputation value is constructed.When the reputation value is available,the Rep Trust model is improved to solve the(indirect)credibility in a simple chain trust relationship.(4)Construct a user trust model for online platform for dwelling fit-out.Abstract the online platform for dwelling fit-out as a trust network structure,introduce particle swarm optimization algorithm and construct a user trust model for online platform for dwelling fit-out.Realize the quantitative calculation of the user’s comprehensive credibility in trust network structure,and simulate the model through simulation experiments to quickly find the maximum trust path under the prevention of the influence of untrue reputation.(5)Case analysis.Select the UGC samples of the decoration diary on the to8 to for the case study.Based on the sample data,find the maximum trust path in the trust network structure abstracted by the actual problem,and promote its practical application value in the multi-trust network.