电子商务环境下的基于云模型的信任评估模型  

Trust Evaluation Model Based on Cloud Model in the E-commerce Environment

作　　者：蔡红云[1] 田俊峰[1] 

机构地区：[1]河北大学数学与计算机学院

出　　处：《微电子学与计算机》2013年第11期94-97,103,共5页Microelectronics & Computer

基　　金：国家自然科学基金项目(61170254);保定市科学技术与发展指导计划项目(11ZG031)

摘　　要：针对现有的基于云模型的信任评估模型中云滴权值考虑不足的问题,提出了一种新的基于云模型的信任评估模型.模型基于评价次数和评价一致性度量评价向量的可信程度,以实体间的可信历史评价数据集为定量论域,基于加权逆向云生成算法计算评价属性集中任一属性的信任云,引入不确定因子和侧重因子进行信任决策.仿真实验表明,该模型能够更准确的反映卖方实体的特性,从而为电子商务网络中交易对象的选择提供有利的参考.According to the question of cloud drop weight in the existing trust model based on cloud model ,a new trust evaluation model based on trust cloud is proposed .Credibility of evaluation data is estimated according to evaluation number and evaluation consistency of the feedback entity ;History evaluation data is regard as the quantitative universe of discourse ;Trust cloud of entities＇ property is based on the weighted backward generation cloud algorithm ;uncertainty factor of the evaluated entity and laterality factor of the buyer entity are introduced for trust decision-making at last .Simulation and analysis show that the model proposed in the paper can reflect a seller＇s property more accurately and can provide a favorable reference for a buyer entity in e -commerce .

关 键 词：电子商务 信任评估 多维信任云 不确定因子 信任决策 

分 类 号：TP393[自动化与计算机技术—计算机应用技术]