声誉机制在电子商务信任评价中的应用  

Application of Reputation Theory in Trust Evaluation for E-commerce

作　　者：甘秀娜[1] 霍仁崇[2] 贺媛媛[2] 

机构地区：[1]石家庄铁道大学,河北石家庄051132 [2]石家庄铁路职业技术学院,河北石家庄050041

出　　处：《石家庄铁路职业技术学院学报》2012年第2期86-90,共5页Journal of Shijiazhuang Institute of Railway Technology

摘　　要：利用可从电子商务系统中动态获得的交易时间、交易金额、交易评价、评分用户的信用值等,定义交易主体的信任评价指标,建立基于声誉的电子商务信任评价模型,描述相应的信任度算法。实验结果证明模型和算法的有效性。In Internet-based e-commerce, the transaction entities＇ trust levels provided by e-commerce platform can be viewed as a key indicator for users selecting transaction partners. The trust evaluation indicators of the transaction entity are defined, such as time of transactions, amount of transactions, evaluation of transactions and credit of rating user. This paper establishes a reputation-based trust evaluation model for e-commerce, and describes a experimental results illustrate the effectiveness of the calculation algorithm. corresponding trust calculation algorithm. The trust evaluation model for e-commerce and trust

关 键 词：声誉 电子商务 信任评价 

分 类 号：C931.6[经济管理—管理学]