基于拍卖机制的网格在线信誉系统模型

在现有的网格经济模型和在线信誉系统的基础上,提出了基于拍卖机制的网格在线信誉系统模型.该模型侧重于保护资源提供者,为资源提供者提供了贡献与共享资源的动机,吸引更多更好的资源加入网格,实现资源优化分配.保证交易双方均获取最大利益,有利于网格资源的市场管理及供需均衡.并以市场为平台,构建一种新的网格信任模型,由交易事件和衰减函数共同驱动信任度的在线更新,并引入激励机制,尽可能增强信任模型的合理性和可操作性.     

在线信誉系统中的信任模型有效性分析

从理论上证明,由于信任模型存在忽视评分用户信任度的缺陷,现有在线信誉系统难以激励卖者从事持续的诚实交易。针对此问题,构建了基于评分可信度的信任模型。理论分析表明,该模型可有效弥补现有信任模型的不足。     

一种面向移动服务拍卖的信任管理模型

移动商务与基于位置服务的发展,使得移动网络中用户之间进行服务拍卖成为可能.交易双方之间的信任评估对移动网络中的服务选择起重要作用.面向移动服务拍卖的信任管理是一种基于信誉模型,通过度量反馈偏移度均值作为反馈可靠度,进行交易反馈的加权.而与在线商品拍卖相比,移动服务交易信任评估更依赖于交易环境,所以模型中融入包括交易时间、地点、交易额度的环境上下文因素,实现了一种不同上下文动态信任映射机制.仿真结果表明,与传统基于信誉的信任计算方法相比,该模型能降低对恶意节点、诚信节点,以及全局信任评估的误差值,并能有效抵抗节点利用低风险交易进行信任欺诈.     

C2C网上拍卖中的信任计算模型研究

在线信任匮乏已成为阻碍网上拍卖快速、健康发展的重要因素。为了帮助用户实施有效的信任决策,针对拍卖网站中现有的信任计算方法的不足以及传统理论信任模型的局限性,本文提出了影响网上拍卖信任的5项信任因素,并构建了C2C网上拍卖中的信任计算模型。最后仿真实验的结果表明模型具有较好的有效性和可行性。     

在线信誉系统研究现状与展望

针对传统商务活动中交易双方无法形成初始信任的缺陷,提出一种新型的信任机制,即在线信誉系统.首先介绍了在线信誉系统的概念、分类及其应用;然后评述了在线信誉系统有效性分析、在线信誉系统设计、在线信誉系统在新领域中应用研究的现状及存在的问题;最后提出了在线信誉系统进一步的研究方向.     

在线拍卖安全研究

该文介绍了在线拍卖存在的物理风险、逻辑风险和在线拍卖欺诈的三个主要特征和欺诈种类,并针对以上问题提出了解决对策,从技术措施、信誉系统、制订拍卖规则、法律法规等方面健全和完善,从而保证在线拍卖的安全。     

基于推荐的抗攻击电子商务信任模型

针对目前在线信誉系统面临的自我提升攻击、恶意诋毁攻击和漂白攻击三类常见的攻击,提出了一种基于推荐的集中式信任模型。该模型综合了用户间购买行为的相似度以及评价的时效性确定对某件商品的推荐信任值,同时结合基于自身交易经验的直接信任值,来获取对该商品的综合信任度。通过在真实交易数据中注入三类攻击进行仿真,实验结果证明,相对于现有的信誉管理模型,该模型能更好地抵御攻击,为消费者提供更准确的卖家和商品信誉值。     

基于信誉的peer—to—peer推荐信任模型

随着对等网络p2p技术的不断发展，如何在p2p各个对等点之间建立起信任关系，已成为当今p2p技术研究的一个重要课题。在研究一些现有信任模型的基础上，分析其存在的问题，提出一种基于信誉的对等网信任模型，给出了信任度计算的算法．并设计了一种信任查询协议，最后，通过实验验证和分析了模型的可行性和安全性．     

基于Web服务的在线拍卖系统应用研究

随着网络技术的发展和电子商务系统的应用，在线拍卖变得日益重要。在进行系统功能分析的基础上，提出了基于Web服务的在线拍卖系统体系结构，重点对体系结构中的安全性问题进行了研究与分析，增强了在线拍卖系统的安全性和可靠性，对应用的实施提供了安全保障。     

一种改进的对等网络信任模型

现有的基于信誉的信任模型虽然考虑了节点在不同方面的信誉度不同,但是没有考虑在内容方面的差异。本文在现有信任模型TBRM的基础上进行改进,通过引入二维矩阵细化信任因素,并利用惩罚因子加大近期表现持续低靡的节点的惩罚力度。另外,信誉链的建立可以快速找到高质量的节点。     

The causal relationship between risk and trust in the online marketplace: A bidirectional perspective

Trust and perceived risk have been identified as the two primary factors affecting engagement in online transactions. However, earlier studies have conceptualized the directionality of the causal link between these two factors differently. Some researchers have conceptualized trust as an antecedent to risk, while others see it as a consequence. To resolve this issue, we develop a bidirectional model in which trust and perceived risk mutually influence each other. We then test the ability of the bidirectional model to provide a more realistic explanation of buyers' decision-making than previously offered unidirectional models. In a sample of 747 experienced buyers in the online marketplace, we find a reciprocal and nearly equal effect of trust and perceived risk. The results of the study reveal that the direct effect of trust on transaction intention is highly significant, whereas that of perceived risk is insignificant. Based on these empirical findings, we discuss the implications of our research, including the appropriateness of our research question and several paradoxes identified in prior studies.     

Factors affecting online group buying intention and satisfaction: A social exchange theory perspective

This study investigates factors that affect consumer continuous use intention toward online group buying and the degree that reciprocity and reputation of social exchange, trust, and vendor creativity affect consumer satisfaction and intention toward online purchasing. Data from 215 valid samples was obtained using an online survey. The research model is assessed using partial least squares (PLS) analysis. The results show that the intention to engage in online group buying is predicted collectively by consumer satisfaction, trust, and seller creativity. Consumer satisfaction with online group buying is predicted primarily by trust, followed by consumer reciprocity. The proposed research model explains 67.7% of variance for satisfaction and 39.7% of variance for intention to engage in online group buying. The results suggest that reciprocity, trust, satisfaction, and seller creativity provide considerable explanatory power for intention to engage in online group buying behavior.     

The role of inter-channel trust transfer in establishing mobile commerce trust

Mobile brokerage services represent an emerging application of mobile commerce in the brokerage industry. Compared with telephone-based trading services and online brokerage services, they have advantages such as ubiquity, convenience, and privacy. However, the number of investors using mobile brokerage services to conduct brokerage transactions is far smaller than those using other trading methods. A plausible reason for this is that investors lack initial trust in mobile brokerage services, which affects their acceptance of them. This research examines trust transfer as a means of establishing initial trust in mobile brokerage services. We analyze how an investor’s trust in the online brokerage services of a brokerage firm affects her cognitive beliefs about the mobile brokerage services of the firm and what other key factors influence the formation of initial trust in mobile brokerage services. We develop and empirically test a theoretical model of trust transfer from the online to the mobile channels. Our results indicate that trust in online brokerage services not only has a direct effect on initial trust but also has an indirect effect through other variables. This study provides useful suggestions and implications for academics and practitioners.     

Trust transference in brick and click retailers: An investigation of the before-online-visit phase

We examined the formation of online trust encountered by potential customers of a brick and click retailer before they visit its online website; this phase of the purchasing experience has been under-investigated in trust literature. Since a brick and click retailer is eager to attract offline customers to its website based on trust in the brick and mortar stores, our exploratory study investigated, (1) Can customers’ offline trust in a retailer affect their online trust (in the website operations of the retailer)?; (2) What other factors might be influential on online trust? A social relations and networks perspective was adopted to explain customers’ online trust formation during the before-online-visit phase. Findings from a sample of 246 offline customers who had never visited a supermarket's website revealed that word-of-mouth, offline trust, and expected sanctioning power were significant in forming online trust. Furthermore, findings showed that word-of-mouth was more influential than offline trust based on a customers’ personal experience with the supermarket's physical stores. This provided empirical evidence on how and why some pure online retailers outperformed brick and click retailers.     

The dynamics of trust in B2C e-commerce: a research model and agenda

Trust is a key factor that determines the success of Business to Consumer (B2C) e-commerce transactions. Research has identified several critical factors that influence trust. These have been incorporated into the design of e-commerce web portals; however a vast majority of potential users are still wary of online business transactions. This points to the need for the development of more sophisticated and comprehensive models that can provide additional insights into the true role played by trust in the adoption of e-commerce portals. Here we do so by focusing on trust as it pertains to B2C e-commerce transactions. Pertinent issues addressed are: (1) Is trust the critical factor that makes all the difference between users accepting or rejecting a B2C portal? (2) Are there factors that could play a more critical role in user acceptance/rejection of such portals? (3) If so, what is the relevance of trust relative to these factors? The research model and agenda introduced here enable researchers to view trust in its proper perspective as part of the bigger picture of technology acceptance.     

Is online trust and trust in social institutions associated with online disclosure of identifiable information online?

This study investigated the association between trust in individuals, social institutions and online trust on the disclosure of personal identifiable information online. Using the Internet attributes approach that argues that some structural characteristics of the Internet such as lack of social cues and controllability are conducive to a disinhibitive behavior it was expected that face to face trust and online trust will not be associated. In addition, it was expected that from the three components of trust, online trust only will be associated with the disclosure of identifiable personal information online. A secondary analysis of the 2009 Pew and American Life of Internet users (n = 1698) survey was conducted. In contrast with the Internet attribute approach the effect of trust in individuals and institutions was indirectly associated with the disclosure of identifiable information online. Trust in individuals and institutions were found to be associated with online trust. However, online trust only, was found to be associated with the disclosure of personal identifiable information. While trust online encourages the disclosure of identifiable information, perception of privacy risks predicted refraining from posting identifiable information online. The results show a complex picture of the association of offline and online characteristics on online behavior.     

Building effective online game websites with knowledge-based trust

Knowledge-based trust is trust that is grounded in knowledge about another party developed through repeated interaction. Knowledge-based trust is especially important for online business environments where there are repeated transactions between fixed pairs of consumers and merchants. Building on previous studies of trust, this paper examines the proposition that players’ knowledge about website characteristics (i.e., security and interface design) and about website outputs (i.e., online game quality and service quality) has an effect on the development of trust in the context of online game websites. The impact of trust on building an effective online game website is also investigated. A conceptual model of knowledge-based trust is tested with questionnaire responses of 253 online game players. Overall, the results indicate that all of these four classes of knowledge engender trust and that trust helps develop effective online game websites.

Building trust online: Interactions among trust building mechanisms

Lack of trust has been shown to be a major obstacle to the adoption of online shopping. However, there has been little investigation of the effectiveness of various trust building mechanisms and their interactions. In our study, three trust building mechanisms (third-party certification, reputation, and return policy), were examined. A scenario survey method was used for data collection. 463 usable questionnaires were collected from respondents with diverse backgrounds. Regression results showed that all three trust building mechanisms had significant positive effect on trust of the online vendor. However, their effects were not simple; they interacted to produce a different overall effect on the level of trust. These results have both theoretical and practical implications.     

Online stickiness: its antecedents and effect on purchasing intention

Website stickiness, the website's ability to retain online customers and prolong his/her duration of each stay, is one of the key factors to e-commerce success. However, how to make customers stick around is still unclear to online retailers. This paper examines the antecedents as well as effect of customer's intention to stick on a website. A model is developed and tested using a survey of 434 web users. The results confirm that the web user's willingness to stick to a website is a strong predictor of his/her intention to transact. Web managers thus need to put emphasis on the creation of the website stickiness. The results of this study also suggest that the formation of the stickiness is affected by web user attitude towards a website, trust in a website and the quality of website content. Implications of these findings are discussed for researchers and practitioners.