面向C2C的基于声誉的信任模型设计与分析  

Design and analysis of C2C-oriented and reputation-based trust model

作　　者：荆博贤[1] 徐锋[1] 王远[1] 吕建[1] 

机构地区：[1]南京大学计算机软件新技术国家重点实验室

出　　处：《计算机应用》2007年第6期1349-1352,1359,共5页journal of Computer Applications

基　　金：国家973规划项目(2002CB312002);国家863计划项目(2006AA01Z159);国家自然科学基金资助项目(60603034);江苏省自然科学基金资助项目(BK2006712)

摘　　要：现有的信任模型或基于信任链,不能充分利用门户网站上丰富的推荐信息;或缺乏对推荐信息有效性的分析,不能很好地应对信任炒作和诽谤。将以往模型进行改进,对推荐信息采用长期分析和短期分析结合的方法,充分利用了推荐信息,并能有效应对信任炒作和诽谤,可以更好地辅助C2C电子交易系统的用户进行决策。Current trust models either use trust chain which cannot make the best of the recommendation information on the Web, or lack of analysis on the credibility of the recommendation information which can not deal with the hype and gossip in trust. Based on the models in existence we developed a new trust model that takes recommendation information by both long-term analysis and short-term analysis. It takes full advantage of the recommendation information and can effectively stand against the hype and gossip in trust. This model can help the users of C2C e-business system make better decision.

关 键 词：C2C 电子商务 声誉 信任 防炒作 模型 

分 类 号：TP393.08[自动化与计算机技术—计算机应用技术]