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

摘要： 为了准确度量供应链企业间的直接信任程度,提出一种基于模糊理论的交易满意度评估方法,从产品质量、产品价格和产品耗时三个方面对企业交易满意度进行评估。在此基础之上建立了一个基于声誉的直接信任度评估模型。通过引入交易满意度、交易金额、交易时刻、交易次数和奖惩因子五个因素,使模型对企业声誉的描述和度量更加全面,进而实现对直接信任度的准确度量。仿真结果表明,该模型通过企业声誉来准确度量供应链企业的直接信任度具有可行性,而且能有效抑制企业的欺诈和投机行为的发生。

关键词: 供应链, 信任模型, 企业声誉, 模糊评判, 交易满意度