一种交易上下文相关的电子商务声誉系统模型

• 作 者: 杨超 王双成
• 机 构: 上海立信会计学院数学与信息学院,
• 出 处: 小型微型计算机系统
• 发表日期: 2011年07期
• 关键词: 声誉 信任 电子商务 联合欺诈 上下文

声誉管理是在交易伙伴之间建立信任的有效手段.针对现行电子商务声誉系统的不足,在分析相关研究的基础上提出了一种新的声誉系统模型.模型采用连续数据表达声誉,在支持不实声誉评价识别与过滤的同时,将交易价格、交易时间等交易上下文因素也考虑进来,增强了模型的适应性和动态性.另外,引入了鼓励客观声誉评价的机制.模型在设计上注重可操作性,是一种轻量级声誉系统.仿真实验说明了模型及相关算法的有效性.

Reputation management is an effective means to establish trust between trading partners.Aiming at the deficiency of the current reputation system of e-commerce, a new reputation system model is proposed based on the analysis of relevant research.The model uses continuous data to express reputation, In addition to identifying and filtering real reputation, transaction context and transaction time are also taken into account, which enhances the adaptability and dynamics of the model.In addition, it introduces a mechanism to encourage objective reputation evaluation.The model is designed with emphasis on Operability, a lightweight reputation system, simulates the effectiveness of the model and its associated algorithms.