TITLE:
A Trust Evaluation Model for Social Commerce Based on BP Neural Network
AUTHORS:
Lei Chen, Ruimei Wang
KEYWORDS:
Social Commerce, Trust Evaluation, Trust, BP Neural Network, Evaluation Model
JOURNAL NAME:
Journal of Data Analysis and Information Processing,
Vol.4 No.4,
October
13,
2016
ABSTRACT: Recent years we have witnessed the rapid growth of social commerce in China, but
many users are not willing to trust and use social commerce. So improving consumers’
trust and purchase intention has become a crucial factor in the success of social
commerce. Business factors, environment factors and social factors including twelve
secondary indexes build up a social commerce trust evaluation model. Questionnaires
are handed out to collect twelve secondary indexes scores as input of BP neural
network and composite score of trust as output. Model simulation shows that both
training samples and test samples have low level of average error and standard deviation,
which certify that the model has good stability and it is a good method for evaluating
social commerce trust.