网络拍卖中综合信任模型的研究  

Study of Comprehensive Trust Model in Online Auction

作　　者：王文佳[1] 汪定伟[1] 

机构地区：[1]东北大学信息科学与工程学院,辽宁沈阳110819

出　　处：《东北大学学报（自然科学版）》2012年第9期1231-1234,共4页Journal of Northeastern University(Natural Science)

基　　金：国家自然科学重点基金资助项目(70931001);国家自然科学基金创新群体项目(60821063);国家自然科学基金资助项目(70771021);教育部高等学校博士学科点专项科研基金资助项目(200801450008)

摘　　要：针对网络拍卖中用户信任评估存在的诸多问题,提出一种综合性信任模型.该模型根据网络拍卖者的不同参与方式,将拍卖参与者划分为投标者、招标者和第三方机构/拍卖网站,综合考察影响三类参与者信任度评估的因素,如近期信誉度、时间权重、行为分析等,单独计算不同类型参与者的信任度.由于模型分角色考察参与者的信任度,降低了信任评估中干扰因素的影响,提高了该信任度计算的准确性、有效性和健全性.A comprehensive trust model was presented mainly for the problems existed in the current assessment of trust degree in online auction. It was a fact that different participants in online auction had different viewpoints on the trust computation, such as recent credibility, time weight, value of the transaction, etc. The assessments of trust degree with multi-viewpoints of different participants being evaluated, credibility of participants was calculated separately. The comprehensive trust model was able to greatly improve the accuracy of calculation. Thus, it is more effective for analyzing the trust degree of the different participants in online auction.

关 键 词：网络拍卖 综合性信任模型 行为分析 近期信誉度 信誉反馈评分 评分用户信誉度 

分 类 号：TP301.4[自动化与计算机技术—计算机系统结构]