基于声誉的物流公共信息平台信任评价模型

A Trust Evaluation Model Based on Reputation for Logistics Public Information Platform

从直接声誉和间接声誉两方面分析了物流公共信息平台的信任问题;引入激励因子变量,构建了基于声誉的信任评价模型;并采用实证研究方法对模型进行了验证。研究结果表明所建立的信任评价模型是有效的;引入激励因子有利于鼓励平台实体提供诚实的交易信息。

This paper analyzed the trust problem of logistics public information platform through direct reputation and indirect reputation. A trust model based on reputation was developed by introducing an incentive factor. The model was verified through a case study. Results showed that the trust model was effective and the incentive factor encouraged the platform entity to provide veracious exchange information.