摘要
为了解决电子商务环境动态性和不确定性所带来的信任问题,本文提出了一种基于主客体信誉值的信誉计算模型,以此确定未知实体在线交易中的信任关系。该模型根据评分客户的信誉值大小来选择不同的评分权重,由此得到的信誉估计值更具客观准确性;同时,通过对恶意评分客户采取相应的惩罚措施来减少交易欺诈。仿真实验表明,该模型能客观地反映各交易方的信誉值变化情况,有效防止交易双方的欺诈。
In order to solve the trust problems as a result of the dynamic .and uncertain characteristics of e-commerce, a computing model based on the credibility value of subjects and objects is presented to deal with the trust relationships of unknown entities of online transactions. The corresponding weights are chosen to compute the trust values according to the credibility value of customers, the estimated vatues from this calculation have more objectivity and more accuracy. Meanwhile, malicious users will be taken corresponding punitive measures to reduce transaction frauds. Simulation experiments also demonstrate that the model will be able to objectively reflect the changes of the credibility value and effectively prevent fraudulent transactions.
出处
《计算机工程与科学》
CSCD
北大核心
2009年第3期9-12,共4页
Computer Engineering & Science
基金
国家自然科学基金资助项目(60703048)
湖北省自然科学基金资助项目(ABA313)
关键词
信誉
信任度
信任模型
credibility
trust value
trust model
