e-마켓플레이스 판매자와 구매자 신뢰도 측정

• 영문명: Trust Measuring of e-Marketplace Buyers and Sellers: Design of Fuzzy-based Methodology
• 발행기관: 한국통상정보학회
• 저자명: 양근우(Kun-Woo Yang) 조혁수(Hyuk-Soo Cho)
• 간행물 정보: 『통상정보연구』제9권 제1호, 1~19쪽, 전체 19쪽
• 주제분류: 사회과학 > 무역학
• 파일형태: PDF
• 발행일자: 2007.03.30

영문 초록

The explosive growth of e-marketplace transactions requires an appropriate trust measuring framework to protect involving transacting entities such as buyers and sellers. As a strategic competitive edge, e-marketplace service providers have been adopting various system features that make sure no one transacting entity takes a major risk in online transactions involved. In this paper, an improved trust measuring method using fuzzy theory for an e-marketplace is proposed. The proposed methodology incorporates fuzzy set and calculation concepts to help build trust matrices and models, which are used to measure the level of risk involved in a specific e-marketplace transaction concerned. The proposed framework can be utilized to optimize the transaction costs by recommending a differentiated transaction process according to the risk level involved in each online transaction.

목차

Ⅰ. 서론

Ⅱ. 온라인 신뢰 측정의 이론적 고찰

Ⅲ. 퍼지 기반 거래 신뢰도 측정

Ⅳ. 신뢰 기반 e-마켓플레이스의 설계와 활용

Ⅴ. 결론

참고문헌

Abstract

키워드

e-Marketplace Trust Measure Fuzzy Trust Surface