电子商务环境下基于Multi-Agent的B2B信任评价模型研究  

Research on the B2B Trust Evaluation Model Based on Multi-Agent under the E-Commerce Environment

作　　者：孙华梅[1] 邹维娜[1] 

机构地区：[1]哈尔滨工业大学管理学院,黑龙江哈尔滨150001

出　　处：《运筹与管理》2014年第5期231-236,共6页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(71271067;70971032)

摘　　要：电子商务的发展为企业的合作提供了机遇,同时也带来了诸多挑战。企业在合作过程中表现出了许多问题,例如信任的缺失,缺乏可以合理全面测量企业信任度的方法等。本文运用Multi-agent技术,建立了结合企业基本信息的声誉评价Agent和结合特定交易信息的单次交易评价Agent的信任评价指标体系,并在此基础上构建了基于Multi-agent的B2B信任评价模型,最后进行了仿真实验。论文的研究对于企业在电子商务环境下选择合适的合作伙伴,解决合作中的信任问题,适应电子商务发展的需要具有一定的意义。The development of e-commerce has brought many opportunities to business cooperation .In the process of cooperation there exist some problems , such as the lack of trust between enterprises and lack of reasonable comprehensive measuring method of enterprise credibility .This paper takes the commercial enterprises in B 2 B market as the research object , combines with the Multi-agent artificial intelligence technology , establishes a trust evaluation index system of reputation rating Agent with the basic information of the enterprise and single transac -tion Agent with specific transaction information , builds a trust evaluation model based on Multi-agent and carries out the simulation experiment at last .The research conducted by this paper will help enterprises select the appro-priate partners , solve trust issues in business cooperation and adapt to the needs of the development of e-com-merce.

关 键 词：信任评价指标 B2B信任评价模型 电子商务 

分 类 号：F224[经济管理—国民经济]