基于信誉与风险态度的决策机制研究

Research on Scheme of Decision-Making Based on Reputation and Risk Attribute

在线贸易社区中买方对卖方选择的决策是至关重要的,为了消除不确定性和风险以提高决策的可靠性,提出了各种评价卖方信誉的机制.这些机制以较大的概率帮助买方选中可靠的卖方,但存在计算信誉的公式复杂和运算量大的缺点,究其原因在于没有考虑买方的风险态度.文中提出了基于信誉和风险态度的决策机制,对决策依据风险态度进行细分有助于降低运算量.

In online trading communities,the operation that a buyer selects appropriately a seller is vital;in order to improve the reliability of decision-making by avoiding uncertainty and risk,a quantity of schemes about evaluating the reputation of seller has been proposed.Although these schemes can help a buyer select a more dependable seller with a biggish probability,there are some disadvantages such as the complexity of reputation formula and huge computation without considering the risk attribute of buyer.In this paper,a scheme of decision-making based on reputation and risk attribute was proposed,subsection of decision-making according as risk attribute is helpful to play down computation.