面向价值的O2O电子商务信任预测模型

电子商务市场所面临的信用欺诈制约了O2O电子商务的快速发展。针对电子商务交易各方利益不平衡的问题,设计了一种面向价值的O2O电子商务信任预测模型。在该模型中,综合考虑了交易评价、交易时间、交易金额、交易次数、已有声誉值、评价的可信度等多种影响因素,利用置信因子对局部声誉和全局声誉进行整合,预测线下商家和消费者的信任度。实验证明,该信任模型能够有效计算线下商家和消费者的动态信任度,并对不诚信交易行为具有较强的防御能力,可实时更新O2O电子商务交易各方的信任度。     

一种基于模糊理论的P2P电子商务信任模型

为了提高P2P电子商务交易的安全性,根据P2P电子商务的特征,提出一种基于模糊理论的信任模型。将信任化分为直接信任和推荐信任。用模糊集来刻画直接信任值,对影响信任主体的多种因素给出了详细的模糊综合评判算法。利用交易金额和交易时间来确定推荐信任的权值。实验表明该信任模型与基于概率估计的信誉评价体系算法相比,该算法误差较小,能有效防止节点的恶意行为,可以很好地应用于P2P电子商务中。     

Web病毒式营销客户信任网络构建

Web病毒式营销中,客户间的信任关系类似于传统商务环境中实体间的社会关系,信任网络类似于传统商务环境中复杂的社会网络,客户间的信任度量受客户认知水平、交易金额、交易时间等因素影响,难以给出准确的量化.为探明这种信任网络的本质内涵以及降低信任关系的复杂性,结合电子商务的认知理论和方法,详细分析和定义了实体属性以及实体关系.给出一种基于客户特征数据和交易数据的客户信任网络模型CNTM(Customer Network of Trust Model),提出三种不同应用环境下的信任网络构建策略COS(Customer Occupation based Strategy),CIS(Customer Interest based Strategy)和COIS (Customer Occupation and Interest based Strategy),并分别给出信任度计算方法.与已有研究相比,提高了信任网络的覆盖率,保证了信任网络的信任强度并有效的改善了冷启动问题.     

浅析电子商务安全问题

安全问题实际上困扰了电子商务很长时间,由于普遍缺乏信任使得消费者对于电子支付的安全感也降到了低点,这也是中国电子商务发展相对落后于发达国家的一个原因。众多调查数据表明,一个阻碍电子商务更广泛的普及和全面应用的关键问题就是电子商务的安全问题。本文通过对我国电子商务安全现状分析、电子商务安全面临的问题以及实现电力商务安全问题的对策来阐述电子商务安全问题。     

如何建设电子商务的信用体系

在电子商务全球化的发展趋势中,电 子商务交易的信用危机也悄然袭来,虚假 交易、假冒行为、合同诈骗、网上拍卖哄 抬标的、侵犯消费者合法权益等各种违法 违规行为屡屡发生,这些现象在很大程度 上制约了我国电子商务乃至全球电子商务 快速、健康的发展。 与此同时,近几年来,建立信用体系 作为完善市场经济体系的一项重要内容逐     

电子商务下的信任网络构造与优化

电子商务环境中交易实体间的信任关系类似于传统商务环境中复杂的社会关系.实体间的信任度量涉及到交易额、交易发生时间、消费实体个人收入及其对信任的风险态度等因素,难以准确地给出量化计算.为探明这种信任关系的本质特点,结合现实生活中社会关系网络的一些认知理论和方法,详细分析和定义了实体及实体关系的相关属性,提出了一种信任网络描述的形式化模型.研究了信任网络的构造方法,建立了一套信任网络优化算法,有效地降低了信任网络的复杂性.最后,给出了一套信任网络可视化自动生成工具,通过实例应用分析表明,信任网络形式化描述模型和优化算法可以很好地揭示电子商务环境中复杂的信任关系,降低了信任度量算法的复杂度,可为信任的传播机制和信任计算模型的研究提供理论基础.     

如何建设电子商务的信用体系

在电子商务全球化的发展趋势中,电子商务作为一种商业活动,信用同样是其存在和发展的基础.一方面,电子商务需要信用体系,而信用体系也很可能最先在电子商务领域取得广泛的应用并体现其价值.于是,整合电子商务与信用体系,或者建立电子商务的信用体系,就成为一种需求,一种目标,一项任务.     

基于ESS均衡的电子商务信任模型

引入ESS均衡,提出一种新的基于动态博弈理论的电子商务信任模型,包括电子商务信任博弈、信任扩散机制及其算法。理论模型发现：信用体系不健全是导致电子商务不诚信行为频繁发生的根源,而选择信任策略的交易者个数、交易者信息交换难度以及信任相比于不信任的剩余收益等因素决定着信任的扩散。仿真实验结果表明,该模型克服了现有信任理论的静态分析局限性,提高了电子商务信任问题研究的可信度和逼真度。据此,提出了增强信任激励、提高交易者信任行为的收益比较优势以及增大电子商务交易网站的信息交换技术投入等措施建议。     

电子商务需要信用“成熟’’

信用,从电子商务登陆中国以来,一直都是电子商务在中国发展的瓶颈.由于消费者同电子商务企业通过网页交流,双方很难有面对面沟通的机会,因此,对于彼此的信任一般都是通过感受和体验等比较初级的手段,并没有成熟的体制或者适合的载体,来支持开放性的真实信息的传递.     

C2C电子商务模式下的信用评价研究

在C2C电子商务快速发展的同时,电子商务交易的信用问题逐渐显现出来,成为阻碍其发展的主要问题。对C2C电子商务应用中的信用评价体系进行分析,总结了目前存在的突出问题,并提出了相应的对策及建议。     

A framework for understanding human factors in web-based electronic commerce

The World Wide Web and email are used increasingly for purchasing and selling products. The use of the internet for these functions represents a significant departure from the standard range of information retrieval and communication tasks for which it has most often been used. Electronic commerce should not be assumed to be information retrieval, it is a separate task-domain, and the software systems that support it should be designed from the perspective of its goals and constraints. At present there are many different approaches to the problem of how to support seller and buyer goals using the internet. They range from standard, hierarchically arranged, hyperlink pages to “electronic sales assistants”, and from text-based pages to 3D virtual environments. In this paper, we briefly introduce the electronic commerce task from the perspective of the buyer, and then review and analyse the technologies. A framework is then proposed to describe the design dimensions of electronic commerce. We illustrate how this framework may be used to generate additional, hypothetical technologies that may be worth further exploration.     

基于C2C交易的卖方信用增长模式分析

针对目前缺乏有效区分卖方信用增长类型的问题,提出了一种卖方交易数据转换的方法,并提出了C2C交易信用增长模式分类算法。通过引入监督的XYF网络方法对电子商务交易数据进行分析,能够对处于同一行业中、具有不同信用增长模式的卖方分类,为卖方的虚假信用识别提供了一种有效的途径,也为卖方的交易模式进行分类识别提供了一种新的思路。     

基于C2C的可信信用评价模型

提出一个基于C2C的可信信用评价模型。该模型根据历史交易记录,在综合考虑交易金额、买卖双方信誉度、交易次数、差评次数、未评价交易的基础上,采用动态计算的方式,为交易的成功进行提供可靠的依据。该模型可以有效甄别恶意用户和诚信用户,从而减少信誉诋毁行为,并可减少信誉榨取行为,提高C2C电子交易的安全性。     

基于信任网络的C2C电子商务信任算法

C2C电子商务交易具有匿名性、随机性、动态性的特点,交易双方仅通过虚拟网络交换信息,缺乏基本的信任基础,交易存在较大的风险.构造科学的信任计算模型、客观度量卖家的可信度、辅助买家(消费者)做出正确的购买决策,是降低交易风险的有效手段之一.为此,从买家的角度出发,详细讨论了信任网络的基本概念及其相关属性,并以信任的时间敏感性、不对称性、可传递性和可选择性为基础,建立了C2C电子商务环境下的动态信任算法(C2C dynamic trust algorithm,简称CDTA).该算法首先通过买家自身的交易经验计算买家对卖家的直接信任度,然后计算来自信任网络中买家的朋友对卖家的推荐信任度,最后通过信任调节因子集成直接信任度和推荐信任度来获得买家对卖家的信任度.仿真实验分析结果表明:一方面,该算法考虑了交易的多属性及其相关性,信任评价的粒度更加细化,使得信任计算的结果更加客观;另一方面,评价相似度可以很好地筛选出符合买家“个性”的推荐节点,使推荐信任度更准确,可以进一步抑制恶意节点对信任算法的影响.     

The trust model of enterprise purchasing for B2B e-marketplaces

Electronic commerce and online marketplaces have rapidly become critical transaction channels. Many studies of online marketing have focused on the purchasing behaviors of general buyers. However, many business to business (B2B) e-marketplaces allow professional procurement personnel from various businesses to electronically search for and purchase commodities; this facilitates price referencing and helps procurement personnel complete the tasks associated with direct purchasing functionalities. Despite this trend, few studies have examined the purchasing behavior of procurement personnel in B2B e-marketplaces. To fill this research gap, this study examines the relationships between trust in intermediaries and sellers; trust in commodity information; and the online purchase intentions of the procurement personnel in B2B e-marketplaces. This study also investigates the mediating effect of perceived value on the relationship between trust in commodity information and online purchase intention. The results indicate that the relationship between trust in commodity information and online purchase is mediated by perceived value. In addition, both intermediary trust and seller trust positively and significantly influence trust in commodity information, and intermediary trust positively influences seller trust. This finding is a valuable reference for professionals working in B2B e-marketplaces.     

Proxy signatures and buyer–seller watermarking protocols for the protection of multimedia content

Watermarking techniques are developed to deal with multimedia distribution, authentication and copyright protection. It is usually the seller who embeds a watermark in multimedia content to identify the buyer. The embedded watermark can then be used to trace the traitors identity if unauthorized copies are found. However, repudiation and framing issues might arise in this approach. To solve these problems, buyer–seller watermarking protocols have been proposed based on watermarking in the encrypted domain. Such watermarks combine encryption, digital watermarking, and fingerprinting to preserve digital rights of both the buyer and the seller. Unfortunately, most existing watermarking techniques do not provide convincing proofs to ensure that they achieve the claimed level of security and informal proofs abound in the literature. In this paper, we propose a buyer–seller watermarking protocol based on proxy signatures and homomorphic encryption. Formal proofs are provided to show that in the proposed protocol, watermarks are generated such that the seller is unable to fabricate piracy, but he can trace copyright violators. The protocol further protects anonymity of the buyer until he is adjudicated to be guilty. Moreover, we solve the conspiracy problem without imposing any unrealistic assumptions about thrust-worthiness of the parties involved.     

INCAS: a legal expert system for contract terms in electronic commerce

Electronic commerce is doing business via electronic networks. Paper-based trade documents such as, for example, request for quotation, purchase order or invoice are replaced by electronic messages, in particular Electronic Data Interchange (EDI) messages. These electronic messages are not only transmitted much faster than paper-based documents, but they can also be processed automatically by computers. An example of this automated processing of electronic messages is electronic contracting and negotiation where the actual trade contract is on-line negotiated and concluded via an electronic network. We present the legal expert system INCAS that can provide on-line explanations about the use of Incoterms in trade contracts. Incoterms stipulate which party (buyer or seller) is responsible for arranging and paying transport of the goods, and arranging the documents necessary for this transport (e.g. export and import clearance documents, certification of origin, quality certificates etc.). INCAS is implemented in the programming language Prolog. We also explain how the defeasible reasoning capability of Prolog is essential for modelling the reasoning about the Incoterms.     

基于辩论的多Agent商务谈判认知模型

针对在基于辩论的谈判中如何表示Agent的认知结构和决策机制的问题,提出一个应用于商务谈判的Agent的认知决策模型。该模型由卖方和买方Agent两部分构成,其中,Agent的认知结构用自我目标认知以及对对方的目标认知等集合来表示,Agent的决策用多目标优化模型来辅助进行。基于辩论的谈判实例验证了该模型的实用性。     

Nash and integrated solutions in a just-in-time seller–buyer supply chain with buyer's ordering cost reductions

The seller frequently offers the buyer trade credit to settle the purchase amount. From the seller's prospective, granting trade credit increases not only the opportunity cost (i.e., the interest loss on the buyer's purchase amount during the credit period) but also the default risk (i.e., the rate that the buyer will be unable to pay off his/her debt obligations). On the other hand, granting trade credit increases sales volume and revenue. Consequently, trade credit is an important strategy to increase seller's profitability. In this paper, we assume that the seller uses trade credit and number of shipments in a production run as decision variables to maximise his/her profit, while the buyer determines his/her replenishment cycle time and capital investment as decision variables to reduce his/her ordering cost and achieve his/her maximum profit. We then derive non-cooperative Nash solution and cooperative integrated solution in a just-in-time inventory system, in which granting trade credit increases not only the demand but also the opportunity cost and default risk, and the relationship between the capital investment and the ordering cost reduction is logarithmic. Then, we use a software to solve and compare these two distinct solutions. Finally, we use sensitivity analysis to obtain some managerial insights.     

MoCAAS: auction agent system using a collaborative mobile agent in electronic commerce

To get the items that a buyer wants in an Internet auction, he must search for the items through several auction sites. When the bidding starts, the buyer needs to connect to these auction sites frequently so that he can monitor the bid states and re-bid. A reserve-price auction reduces the number of connections, but this limits the user's bidding strategy. Another problem is equity between the buyer and the seller. Both the buyer and the seller should profit within proper limits. In this paper, we propose an auction agent system using a collaborative mobile agent and a brokering mechanism called MoCAAS (Mobile collaborative auction agent system), which mediates between the buyer and the seller and executes bidding asynchronously and autonomously. This reduces the network load more than with other auction-agents, offers more intelligent bidding, and increases the clear ratio.