一种多维度的O2O电子商务声誉计算模型

移动通信技术与可信支付技术的成熟,使得近年来O2O商务飞速发展。声誉管理是交易双方建立信任关系的坚实基础,但目前针对O2O商务特点的声誉研究却几近于无,已有的P2P、B2C、C2C商务的声誉研究又无法反映O2O商务模式的特点,不适用于O2O商家的声誉计算。针对这些问题,提出了一种新的O2O商家声誉计算模型ESRep。模型根据O2O本地服务业的特点进行多维度思考,对商家的运营时间、客流量等因素进行分析,同时也考虑客户的评价、交易价格偏离度、交易双方空间距离等因素,充分体现了O2O商务线上和线下的特点。仿真结果表明,模型能够有效反映O2O商家的真实声誉,降低恶意节点的评价作用,遏制节点的声誉共谋行为。对比实验表明该模型具有良好的性能和精度。

A multi dimensional reputation computation model for O2O E commerce

In recent years, with mobile communication technology and credible payment technology being mature, the O2O E commerce develops rapidly. Although reputation management is the solid foundation of trust relationships on both transaction sides, there are few researches on reputation management of O2O E commerce at present. Furthermore, the existing reputation management researches on P2P, B2C, C2C E commerce cannot reflect the features of O2O E commerce, and they are not suitable for O2O E commerce sellers to do reputation computation. Aiming at these problems, we propose a novel reputation computation model called ESRep for O2O E commerce sellers. We introduce the factors such as the running time of sellers, passenger flow, ratings from customers, transaction price deviation degree, and space length of both transaction sides into this model, so it can reflect the offline and online features of O2O E commerce. Simulation results show this model can effectively indicate the real reputation of O2O E commerce sellers, reduce the influence of hostile nodes' rating, and resist the reputation collusion action from hostile nodes.