中文摘要：

摘要：运用直觉模糊层次分析法构建零售电子商务商家信用评价模型，基于网络购物者行为理论从基本信息、交易信息、产品因素和物流因素四个维度建立评价指标体系，以安徽桌电子商务公司为例进行案例分析。分析表明，基于直觉模糊层次分析法的商家信用评价模型具有较高的评价精度，评价指标体系的构建更加系统全面、评价过程中模糊性的处理更加科学灵活。结果显示，案例中该电子商务商家的信用水平呈现较低状态，模型的提出可为现行网站改善信用评价方法提供新思路。

英文摘要：

Using Intuitionistic Fuzzy Analytic Hierarchy Process（IFAHP） approach, this paper builds an evaluation model on the credit of retail e-commerce business. It establishes an evaluation index sys- tem based on the behavioral model of online purchasers from four dimensions： basic information, trading information, product and logistics. Then a case analysis on an e-commerce firm in Anhui Prov- ince is conducted. It shows that the IFAHP can significantly improve the accuracy of evaluation because the evaluation index system is more comprehensive and the treatment of fuzziness is more sci- entific and flexible. The result shows that the credit level of the e-commerce firm in the case is low, and this model is helpful for current website to improve their credit evaluation method.