在线信誉管理系统中信用度计算模型研究  

Research on Credit Calculation Model in Online Reputation Management System

作　　者：纪淑娴[1] 胡培[1] 程飞[2] 

机构地区：[1]西南交通大学经济管理学院,四川成都610031 [2]合肥工业大学计算机网络系统研究所,安徽合肥230009

出　　处：《预测》2008年第4期59-65,共7页Forecasting

基　　金：国家自然科学基金资助项目(70471046);教育部博士点基金资助项目(2004035901)

摘　　要：电子商务改变了传统商务的经营模式,交易双方难以通过面对面接触的方式形成初始信任,建立在线信誉管理系统是解决该问题的有效途径。简单累加信用度计算模型和均值信用度计算模型是以信任模型为核心的在线信誉管理系统中两种主要的信用度计算模型。但这两种模型都忽略了影响信用度计算三个主要因素:交易商品的价值、评分人的信用度、交易的时间价值。为了得到有效实用的信用度计算模型,考虑交易商品价值权重、评分人信用度权重、交易的时间权重建立了加权累加信用度计算模型。选取淘宝网中两个卖家为例,验证了模型的有效性。结果表明,加权累加信用度计算模型较传统的简单累加信用度计算模型更能体现卖方的信用情况,具有一定的实用性。Electronic commerce changes the fare mode of the traditional commerce, the traders cannot engender first trust through face to face eontaetion, constituting online reputation management systems is an effective approach to solve the problem. Simple adding credit calculation model and average credit calculation model are the two main credit calculation models in the online reputation management systems whose core is the credit model. But the two models ignore three main factors which affect the credit calculation： trading merchandise＇ s value,credit of the trading partner and time value. In order to get an effective method to calculate the credit, considering the trading merchandise＇ s value weight.credit of the trading partner weight and time value weight, establish a weight adding credit calculation model. Then select two taobao sellers to validate the validity of the model. The outcome indicates that the weight adding credit calculation model can more represent the bargainor＇ s trust eires than the simple adding credit calculation model and it has some practicability.

关 键 词：电子商务 在线信誉管理系统 信用度计算模型 

分 类 号：F062.5[经济管理—政治经济学]