关键词: 供应链, 信任模型, 企业声誉, 模糊评判, 交易满意度

Abstract: To more accurately measure the direct trust between two enterprises in the supply chain,a transaction satisfaction evaluation method based on fuzzy theory was proposed,which was evaluated from three aspects: product quality,product costs and completion time.On this basis,a reputation-based direct trust evaluation model was established.Through introducing five factors of transaction satisfaction,transaction amount,transaction time,transaction number and reward and penalty factor,the description and measurement of model for enterprise reputation were more comprehensive and accurate,which realized the accurate measurement of the direct trust.Simulation results showed the feasibility of evaluating the direct trust of supply chain enterprises by their reputation with proposed model,and the fraudulent conducts and speculative practices of enterprises were effectively reduced.

Key words: supply chains, trust model, enterprise reputation, fuzzy evaluation, transaction satisfaction