P2P电子商务中基于声誉的关系信任模型  

Relational trust model based on agent in P2P e-commerce

作　　者：刘彬[1] 陈特放[2] 张仁津[1] 

机构地区：[1]贵州师范大学数学与计算机科学学院,贵州贵阳550001 [2]中南大学信息科学与工程学院,湖南长沙410004

出　　处：《广西大学学报（自然科学版）》2013年第5期1117-1125,共9页Journal of Guangxi University（Natural Science Edition）

基　　金：贵州省科学技术基金资助项目(黔科合J字[2010]2102号)

摘　　要：P2P电子商务迅速得到发展,但如何在众多的商品中选择自己满意的商品并不是一件容易的事。为了满足用户多样性的要求,提出了一种基于声誉的关系信任模型,用户在Agent的协助下以商品的信任值排序后选择自己满意的商品。商品的信任值包含启动信任值和经验信任值两部分,启动信任值由商品的声明属性与同类商品的实际属性和信任值对比获得,经验信任值由交易经历和用户评价获得,在计算经验信任值时,用动态时间窗口减少计算量,在全局范围评估评价可信度以降低恶意评价的影响。测试和计算结果表明启动信任值能让无评价或仅有很少评价的优质新商品能与信任度很高的商品合理竞争,比另外两种信任启动方法更适合电子商务系统;关系信任模型对恶意评价有较强的抵抗能力。P2P electronic commerce develops rapidly, but it is not an easy for one to choose a satis- fied item from so many commodities. A relational trust model, by which users can select their favorite commodities sorted by trust values with the assistance of agents, is presented to meet the diversity requirements of the users. The trust value of the commodity includes two parts. The first part is the bootstrapping trust value obtained by contrasting the declared quality attributes of the commodity with the actual quality attributes and the trust values of the same kind of commodities. The second part is an experiential value obtained by the transaction experience and users＇ evaluation. When the experi- ential value is computed, the computational cost is reduced by dynamic time window and the influ- ence of malicious evaluation is reduced by evaluating credibility in the global scope. Experiential and calculative results indicate that the bootstrapping value can let the new commodity, which has good quality and has no or only few trading experiences, to compete rationally with the high trust value commodities and fits the e-commerce system better than othe two trust bootstrapping methods. The re- lational trust model has strong ability to resist malicious rating.

关 键 词：对等网络 电子商务 信任 声誉 智能体 安全 

分 类 号：TP393.08[自动化与计算机技术—计算机应用技术]