基于群组的C2C电子商务信任模型研究

国内的电子商务平台大多采用eBay信任模型，对买家反馈评分进行简单累加得到卖家信誉值，未区分买家反馈评分的合理性及其参考价值的重要程度。为此，提出一种基于群组的C2C电子商务信任模型，通过计算买家与卖家的熟悉度，确定买家的可信度，综合考虑反馈评分、交易次数、交易价格、交易时间、以往买家的可信度对信誉的影响，构建电子商务信任模型。模拟实验结果证明，相比Sporas模型，该模型能为买家提供更全面、更准确的卖家信誉信息。

Research on Group-based C2C E-commerce Trust Model

Most existing domestic e-commerce platforms use eBay trust model, whose sellers’ reputation scores are the sum of feedback ratings offered by buyers. All these models do not distinguish between the rationality of buyers’ feedback ratings and their reference value. This paper proposes a group-based Customer to Customer(C2C) e-commerce trust model, by calculating buyers’ familiarities with sellers to determine the credibility of the buyers, considering transaction price, trading hours and other factors that may impact on the credibility. Through this method, a more comprehensive and effective C2C e-commerce trust model is built. Simulation results prove that the model can provide buyers with more comprehensive and accurate reputation information of sellers than Sporas trust model.