Decision-making method of e-consumption behaviour and attitude based on social network trust model

In order to improve the problems of low accuracy and long time-consuming in the traditional decision-making methods of electronic consumption behaviour and attitude, this paper proposes a new decision-making method of electronic consumption behaviour and attitude based on social network trust model. Firstly, the social network trust model is used to calculate the comprehensive trust of e-consumption. Secondly, penalty clustering is introduced to divide the electronic consumption behaviour data, and the classification results of electronic consumption behaviour and attitude are obtained. Finally, the decision-making function of e-consumption behaviour and attitude is constructed, and the output result of the function is the decision-making result of e-consumption behaviour and attitude. The experimental results show that compared with the traditional decision-making methods, the calculation accuracy of the comprehensive trust value of this method is higher; it can accurately divide the consumer behaviour and attitude, and further shorten the decision-making time. © 2023 Inderscience Enterprises Ltd.