Abstract: As for the vague, subjective and dynamic characteristics of e-commerce reputation, a multi-level fuzzy comprehensive evaluation model of e-commerce reputation is proposed. The fuzzy logic description of e-commerce reputation is shown to establish the domain and the fuzzy set of the domain of e-commerce reputation. Fuzzy membership function is used to evaluate each period of e-commerce transactions. For the issue of integrating group views, it puts forward a fuzzy grey relational analytic hierarchy method to calculate the degrees of significance of factors. Numerical example of e-commerce reputation evaluation process is demonstrated, and the results are analyzed. The evaluation results are in good consistency.

Key words: e-commerce reputation, fuzzy comprehensive evaluation, grey relation

摘要： 针对电子商务声誉具有模糊、主观、动态特性，提出一种对电子商务声誉进行综合评价的多层次模糊评判模型。对电子商务声誉进行模糊逻辑描述，建立论域以及论域上的模糊集，通过隶属度函数对各个阶段电子商务交易进行多级模糊评判。针对如何整合群体意见，提出一种模糊灰色关联层次分析法计算因素重要性程度的方法。通过算例示例电子商务声誉评判过程，并对评判结果进行分析和评价，结果表明有较好的一致性。

关键词: 电子商务声誉, 模糊综合评判, 灰色关联