基于社会网络与信誉的C2C信任评价模型

C2C Trust Evaluation Model Based on Social Network and Reputation

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。

The probability theory and social network theory are applied to trust delivering and multiple trust route modeling. Aiming at the actual business network characteristics of C2C transaction platform, this paper presents a C2C trust evaluation model based on social network and reputation. It introduces similarity computation to establish cluster and cluster relationship to solve the common problems in C2C transaction network such as division of labor~ sparse and clustering. Analysis results of TAOBAO transaction platform data show that this model has a very good improvement and complement to the existing reputation system of TAOBAO, and it simulates the interpersonal relationships of trust and recommendation in real life.