Author(s)

Shigao Feng

Corresponding Author

Shigao Feng

Abstract

With the advent of the era of network and service economy, consumers' consumption on the Internet no longer stays at the level of pursuing good quality and low price, but pays more and more attention to the quality of service, and the importance of quality of service to e-commerce is gradually recognized. The basic strategy of trust negotiation mechanism based on similar trust degree in e-commerce is to assign a trust value to each node in initialization, which is the minimum value that a node can trade. Consumer behavior is a systematic project. It is a changing process closely related to production, distribution, exchange, circulation and so on. It is also an activity for consumers to search, select, purchase and use for the necessary consumption materials and services, analyze the changing patterns of consumers' e-commerce, and then study the trends of consumers' innovation-based behavior changes through innovations at different levels of e-commerce. Therefore, it is sought to improve the background of the e-commerce environment and effectively promote the healthy consumption of consumers.

Keywords

Similar trust, Network, Consumer, Behavior, E-commerce, Quality of service