网上拍卖中信任模型的研究综述

Survey on online auction trust models

网上拍卖的匿名性以及不确定性是网上欺诈行为不断增加的重要客观因素,因此,建立一个完善的信任模型成为网上拍卖中亟待解决的问题。归纳了网上拍卖中受主、客观因素影响的信任概念模型,探讨了当今拍卖网站主要采用的信任模型以及存在的问题。列举了当前改进的信任计算模型,包括基于社会学理论的信任模型、基于统计的信任模型、基于概率的信任模型、基于不确定性理论的信任模型、基于语义的信任模型和基于网格的信任模型;在对上述模型的优势和不足进行具体分析的基础上,展望了未来信任模型的发展方向。

The anonymity and uncertainty of online auction are the root cause for the unavoidable online fraud.Therefore, the establishment of a comprehensive online auction trust model is an important problem waiting for solution.The researches on conceptual trust models of online auction are summarized,which are affected by the subjective and objective factors.The trust computing models and their problems mainly used by current auction websites are discussed.In addition, several improved trust computing models are introduced,including sociological theory-based trust model,statistics-based trust model,probabilistic-based trust model,uncertainty theory-based trust model, semantic-based trust model as well as grid-based trust model. Based on the analysis of the advantages and disadvantages of typical models mentioned above, the further studies of trust model are presented also.