基于行为模式的电子交易过程中信任评估研究

Research on credit assessment based on trade behavior for e-commerce

在开放动态的网络环境中,交易者的行为信任问题已经成为电子商务发展的重要障碍。提出了以交易过程中呈现出的行为模式为证据的信任评估方法,该方法通过构建行为模式匹配级和可信属性为节点的贝叶斯网可信评估模型,计算推导出电子交易过程中消费可信指数和销售可信指数的等级。在一个实际的电子交易平台上验证了该方法的有效性。

The open dynamic Internet has made traders＇ credit the significant obstacle to the development of E-commerce.This paper put forward that credit assessing could be based on the trade behavior.With this method,presented a Bayes model for assessment,composed of nodes of behavior pattern matching levels and nodes of credibility attributes,and the grade of the consumption credit index and that of the seller credit index could be inferred.The effectiveness of this method has been verified by an actual electronic trading platform.