Abstract:

In order to analyze the main factors influencing online evaluation of clothing electromic-commerce (e-commerce) customer and to construct the comprehensive evaluation model, based on collection and identification of online comment elements in clothing e-commerce, the evaluation scale of clothing e-commerce seller was designed and developed. The theoretical framework was fuzzy set theory. By means of questionnaire survey and data analysis, the measurement index system of clothing e-commerce seller was constructed. It includes 4 primary indexes and 24 secondary indexes. The weights of indexes at all levels were analyzed by modified principal component analysis method.  According to weight, the 4 primary indexes are product, value, service and feature in descending order. By applying the fuzzy set theory, the comprehensive evaluation model was established. The practicability of the model is empirically validated by evaluating a clothing e-commerce seller.

Key words: clothing electronic-commerce, seller, evaluation index, comprehensive evaluation, fuzzy set