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.     

C2C商家信任度动态分类机制研究

在C2C电子商务的交易中,买家因交易目的不同,对商家信任度的粒度要求是不同的。为提高交易的成功率,应建立商家信任度的动态分类机制,以满足不同应用的需求。为此,从买家对商家信任的本质出发,首先通过使用模糊集合理论的隶属度概念,提出了信任的定量描述方法;其次,引进模糊聚类分析方法,建立了商家信任度的动态分类机制;最后,通过实验仿真分析,验证了该方法的有效性和合理性。     

C2C电子商务信任评价模型设计与实现

目前C2C电子商务环境下使用的信任评价模型存在诸多问题,提出基于交易成功率的C2C电子商务信任评价模型,并从模型框架、信任值计算、信任评价模型算法、用户信任值存储、仿真实验等多个方面对模型进行阐述。通过仿真实验,从评价准确率和交易成功率两点就本模型与淘宝的信任评价模型进行比较。     

可信网络中一种敏感鲁棒的信任计算模型*

提出一种敏感、鲁棒的信任度计算模型。在缺乏直接交易证据时,基于推荐信任、信誉等间接信任度估计信任度初值,随交易的建立和累积与直接交易证据共同作出信任评价,并最终过渡至直接信任度计算。采用动态平衡系数,兼顾信任度初值估值和直接交易证据小样本风险,逐步降低信任度初值估值风险并将其限制在最初的有限次交易以内;同时增加交易证据对信任度的贡献。在直接信任度计算中,采用双滑动窗口机制,即稳定性窗口N和敏感性窗口M,使信任度保持相对稳定又对交易满意度动态敏感。采用动态权值法赋予明显偏离信任度均值的节点信任度较小权值,提高模型的抗攻击能力。给出了直接信任度稳定性窗口N、敏感性窗口M、稳定性—敏感性平衡系数的建议值。仿真结果验证了本方法的有效性。     

基于社会网络与信誉的C2C信任评价模型

将概率论和社会网络理论应用到信任传递以及多信任路径建模中,针对C2C交易平台实际的商业网络特征,提出基于社会网络与信誉的C2C信任评价模型。引入相似度计算建立簇与簇之间的关联,以解决C2C交易网络存在的买卖分工明确、稀疏性、聚簇问题。对淘宝网C2C交易平台数据的分析表明,该模型对淘宝网现有信誉机制具有较好的改进和补充作用,更符合现实生活中人与人之间的信任和推荐关系。     

一种P2P电子商务系统中基于声誉的信任机制

P2P电子商务系统中恶意节点的存在会破坏系统的正确性和可用性.基于声誉的信任机制通过计算节点的信任度可以识别出恶意节点.这种机制的可用性依赖于信任度的计算方法、信任机制的准确性及其抗攻击能力.然而,P2P环境下已有的信任机制在上述3个方面都存在着一些问题.这些问题的解决取决于影响信任度的信任因素的选取.因此,提出了一种新的P2P电子商务系统中基于声誉的信任机制.在该机制中,一个节点具有两种类型的声誉.一个节点相对于另一个节点的局部声誉是根据另一个节点对其交易行为的评价来计算的.一个节点的全局声誉是根据所有与其交易过的节点对它的评价来计算的.通过较全面地引入影响信任度的信任因素,既解决了局部声誉和全局声誉的精确计算问题,又提高了信任机制抗攻击的能力.为了确定节点所给评价的真实性,提出了一个节点评价的质量模型,并给出了节点评价的可信度计算方法.在计算信任度的过程中,利用置信因子来综合局部声誉和全局声誉,并给出置信因子的确定方法.最后,对信任机制的有效性和抗攻击能力进行了理论分析和实验验证.结果表明,提出的信任机制优于其他现有的方法,能够有效地应用于P2P电子商务系统中.     

基于云模型的C2C电子商务信任评价模型

针对C2C电子商务存在的交易安全性问题,提出了基于云模型理论的信任评价模型。通过信任云及信任标准云的定义,客观地反映了信任的模糊性和随机性,实现了信任从定性到定量间的相互转换。给出了信任云的合并及相似度计算算法,实现了信任的分属性及综合评价和决策,仿真实验表明模型是可行的和有效的。     

电子商务中基于相似信任度的信任协商机制研究

本文提出了一种电子商务环境下基于相似信任度的信任协商机制。在该机制中,直接信任计算过程中加入了交易时刻和交易金额等信任因素。间接信任计算过程中加入了参与评价的节点个数、评价节点的交易总量、评价节点所给评价的相似度等信任因素,并且详细讨论了这些信任因素的获取和计算方法。     

C2C信用评价体系的风险计算

目前,C2C电子商务网站纷纷建立了较合理的评价体系,但在交易中仍然存在风险问题。本文通过对C2C模式交易过程的分析,提出了一种根据历史交易的情况,综合考虑卖家的信用值、买家的信用等级以及商品价格等因素的信用风险计算方法。通过模拟实验表明,对目前网上购物的信用炒作起到了一定的防御作用,有助于交易者做出正确的交易决策,为电子商务网站提供了更有效的信用评价信息。     

网格计算经济中上下文感知的信任评价模型

当前的网格计算经济缺乏可靠的信任评价机制,这会影响网格资源的共享。在网格计算经济模型基础上,提出了信任评价控制模型。模型引入信任上下文的概念,通过上下文相似度估计,有效估算陌生实体的信任度,依据实际交易情况对交易实体提出激励处罚机制。仿真结果表明,提出的模型优于现有的信任评价模型,能够较好地解决网格实体信任评价可靠性问题,降低了陌生实体的虚假服务对信任评价模型的影响。     

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。     

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。     

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.     

基于C2C的电子商务信用体系研究

Credit problem is the main bottleneck which hinders the development of e-commerce. This paper analyzes the current representative C2C credit evaluation models of Taobao and Youa, and proposes an improved model. The improved model uses a multi-standard evaluation system and new credit rating rules. And the evaluation algorithm considers the score of multi-standards, category and price of the commodity together, using a weighted system to calculate the credit score then to determine the credit rating. It solves the main problems which the current C2C credit rating algorithms haven't settled. In addition, the model puts forward some identification measures of false trading, the ID verification rules, and a third-party credit certification center, which partly solve the credit fraud problems arising from the credit island and credit speculation. Finally, the paper compares the improved model with current models to show its superiority.     

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.     

Trust in consumer-to-consumer electronic commerce

We developed a model of consumer-to-consumer (C2C) e-commerce trust and tested it. We expected that two influences: internal (natural propensity to trust [NPT] and perception of web site quality [PWSQ]) and external (other's trust of buyers/sellers [OTBS] and third party recognition [TPR]) would affect an individual's trust in C2C e-commerce. However contrary to studies of other types of e-commerce, support was only found for PWSQ and TPR; we therefore discussed possible reasons for this contradiction. Suggestions are made of ways to help e-commerce site developers provide a trustworthy atmosphere and identify trustworthy consumers.     

Evaluation of e-commerce websites using fuzzy hierarchical TOPSIS based on E-S-QUAL

In the wake of the rapid emergence of e-commerce, its evaluation is of great theoretical and practical importance. Among the various types of e-commerce, business-to-consumer (B2C) e-commerce has become a key, and especially influential, retailing channel. Its ascendancy raises core issues with respect to how the customer is to be satisfied by, and therefore inclined to trust, e-commerce websites. B2C e-commerce website evaluation, therefore, is an important related issue. First, while a number of studies have studied B2C e-commerce website evaluation using various multiple-criteria-decision-making (MCDM) methods, they have focused only on the perceived service quality of B2C e-commerce websites. In fact, it is generally recognized that service quality is determined by the difference between the expected service level (which expectation is derived from information obtained before the service experience) and the actual, perceived service level; this concept, then, should be also be afforded due consideration in B2C e-commerce website evaluation. Second, among the various MCDM approaches, TOPSIS, which involves the consideration of both the positive-ideal solution (PIS) and the negative-ideal solution (NIS), is especially pertinent to the complex decision-making entailed in the evaluation of B2C e-commerce websites. Third, the human element of subjectivity in the evaluation of B2C e-commerce websites needs to be considered in order to enable modeling of real-life website-evaluation situations. Finally, the hierarchical structure of the evaluation criteria between the main dimensions and their sub-criteria should be considered. To reflect these issues, in this paper, we present a fuzzy hierarchical TOPSIS based on E-SERVQUAL (E-S-QUAL). This approach effectively considers the raised issues and preserves the core concept of E-S-QUAL (the extended version of SERVQUAL) for measurement of electronic service quality in the e-commerce environment. The empirical case study of B2C e-commerce provides the researchers and practitioners to understand in a better way the evaluation process from a practical point of view. In addition, core finding of this study is that the comparison results with other MCDM methods further verify the robustness of the proposed approach. It implies that this method potentially can be applied to performance evaluation of similar service sectors.