摘要
信任问题是关系C 2C社区发展的主要因素之一。通过交易后相互评分,计算C 2C社区成员信誉值并为潜在交易提供指导是建立社区信任的一种方法。通过在Sporas模型的基础上增加交易量、交易次数等变量和引入惩罚因子,提出了一种改进的C 2C社区成员信誉值计算模型(E-Sporas),并针对信誉诋毁、信誉共谋这2类恶意行为设计仿真实验,检验模型的应用效果,从而为建立在线信誉系统提供一定的借鉴作用。
Trust is a main factor of the development of C2C communities. Based on scores rated by buyers and sellers after transactions, computing reputation is a way to build trust in C2C community. This paper proposes an improved reputation computing model （E-Sporas）. The results of simulations indicate that E-Sporas has better effects, confronted with fraud behavior, such as reputation slander, reputation collusion. The study gives directions for the development of online reputation system.
出处
《管理学报》
CSSCI
2009年第8期1056-1060,共5页
Chinese Journal of Management
基金
国家自然科学基金资助重大项目(70890081)
关键词
电子商务
信任
信誉
仿真
electronic commerce
trust
reputation
simulation
