基于ESS均衡的电子商务信任模型  

Trust model in E-commerce based on ESS equilibrium

作　　者：李征[1] 

机构地区：[1]浙江商业职业技术学院信息技术系,杭州310053

出　　处：《计算机应用》2008年第8期2173-2176,共4页journal of Computer Applications

基　　金：浙江省教育厅科研项目(20071292);浙江商业职业技术学院校科研项目基金资助项目

摘　　要：引入ESS均衡,提出一种新的基于动态博弈理论的电子商务信任模型,包括电子商务信任博弈、信任扩散机制及其算法。理论模型发现:信用体系不健全是导致电子商务不诚信行为频繁发生的根源,而选择信任策略的交易者个数、交易者信息交换难度以及信任相比于不信任的剩余收益等因素决定着信任的扩散。仿真实验结果表明,该模型克服了现有信任理论的静态分析局限性,提高了电子商务信任问题研究的可信度和逼真度。据此,提出了增强信任激励、提高交易者信任行为的收益比较优势以及增大电子商务交易网站的信息交换技术投入等措施建议。A new model for trust mechanism in E-commerce by introducing concept of ESS equilibrium, which includes a game-theory study of trust in E-commerce was provided, including a process of trust diffusion and its algorithm, The model finds that an incomplete credit system leads to prevalent distrust behaviors in E-commerce deals and some factors, like the number of traders choosing trust strategy, convenience of information exchange between traders and payoff difference between honest traders and dishonest traders, determine diffusion of trust in this business, The simulation experiment shows the model improves credibility and fidelity of the trust analysis for E-commerce trade through overcoming the existing shortcomings of static study, Finally, we suggested some policies including reinforcing trust incentives, increasing comparative advantage in payoff received by honest traders and investing more in information exchange technology, etc.

关 键 词：电子商务 信任模型 ESS均衡 动态博弈 扩散 

分 类 号：TP393.08[自动化与计算机技术—计算机应用技术]