电子商务交易中信任度计算模型研究  

The research of trust value calculating model in the electronic commerce

作　　者：胡伟雄[1] 程南针[1] 

机构地区：[1]华中师范大学信息管理系

出　　处：《电子商务》2007年第9期61-65,共5页E-Business Journal

摘　　要：信任是建立社会关系的基础,也是建立社会秩序的基本工具。在电子商务领域,信任则是交易能够发生的前提,如何度量信任、计算信任则成为电子商务系统的重要组成部分。本文针对目前电子商务信任管理系统中信任计算模型存在的问题,提出一个综合考虑用户信任度影响因素的信任度计算模型,给出相应的计算公式和方法,并引入信任担保机制、信任奖惩机制等,以克服现行信任管理系统对新用户的不公平以及存在的"freerider 现象"等。Trust is the foundation to establishe the social relationships,and it also is the basic tool to build the social order. In the electronic commerce, trust is the premises that the transaction can occur. How to measure trust and how to calculate trust value become an important constituent in the electronic commerce system. This article aimes to the prob- ems that existing in the current trust value calculating mode trusts of the presen trust management system in thet electronic commerce,and proposes an trust value calculating model which consideration kinds of influence factores, and also produces the corresponding formula and the method. In our trust value calculating model, we import the trust guarantee mechanism and the trust value reward and punishment mechanism and so on, to overcomes the problem that the present trust management system be unfair to the new user as well as the existence of ＂the freerider phenomenon＂ and so on

关 键 词：信任 信任度 信任担保 

分 类 号：F713.36[经济管理—产业经济]