评价提交率和准确率对C2C信誉系统的影响研究  

Influence of Submitting Ratio and Precision Ratio of Rating Feedback on C2C Reputation System

作　　者：吴明杰[1] 姜锦虎[1] 孙建兵[1] 

机构地区：[1]西安交通大学管理学院,西安710049

出　　处：《情报杂志》2011年第8期87-93,99,共8页Journal of Intelligence

基　　金：国家自然科学基金重大项目"新兴电子商务参与者行为规律研究"(编号:70890081)

摘　　要：买家的评价反馈是C2C市场信誉系统的基本输入,对信誉系统能否正常工作极其重要。作为评价的两个重要属性,评价提交率和准确率,对信誉系统有着直接影响。以定量分析的方法研究了简单求和模型下提交率和准确率对卖家信誉积分的影响,对复杂模型下的情形进行了讨论,并进行了算例分析。研究表明,同等情况下,提交率的提高在简单求和模型下的改进效果比对复杂模型要好,准确率的提高在复杂模型下的改进效果比简单求和模型要好。在当前的C2C市场环境和基于简单求和模型的信誉系统中,提交率的提高对信誉系统的效果改进更重要,应该着重解决评价反馈不足的问题。As the basic inputs of reputation system of C2C market,rating feedbacks from buyers are extremely important.Submitting ratio and precision ratio,two important attributes of rating feedback,have a direct effect on reputation system.Quantitative analysis method is used to study the influence of submitting ratio and precision ratio on sellers＇ reputation score under simple summation model.For complex model,the circumstances are discussed.And this paper gives the example analysis.Research shows that under the same circumstances,the improvement effect of submitting ratio increase under simple summation model is better than that under complex model,while the improvement effect of precision ratio increase under complex model is better than that under simple summation model.In the current C2C market environment and reputation system based on simple summation model,to improve submitting ratio is more important for reputation system＇s improvement,and should emphatically resolve the problem of insufficient rating feedbacks.

关 键 词：C2C 信誉系统 评价反馈 提交率 准确率 

分 类 号：F270[经济管理—企业管理]