Evaluation Model of Credibility of E-Commerce Website Using Fuzzy Multi-Attribute Group Decision Making: Based on Fuzzy Structured Element

  • Hongxia Zhao
  • Jiaoping Yang
  • Jun Wan
Part of the Advances in Intelligent and Soft Computing book series (AINSC, volume 78)


The evaluation index system of credibility of e-commerce website is established in the first place, and then the evaluation model of fuzzy multi-attribute group decision making is proposed. The structured element is used in the calculation of model, which is proved an simple, convenient and effective through an example.


Website trust credibility fuzzy multi-attribute group decision making fuzzy structured element 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  • Hongxia Zhao
    • 1
  • Jiaoping Yang
    • 2
  • Jun Wan
    • 1
  1. 1.School of Marketing ManagementLiaoning Technical UniversityHuludaoChina
  2. 2.College of Business AdministrationLiaoning Technical UniversityHuludaoChina

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