摘要
目前,在C2C网上拍卖领域,各种恶意行为层出不穷,信任缺失现象尤为突出,因此,如何建立有效的信任模型已成为亟待解决的问题。首先对C2C拍卖网站所采用的单因素信任模型存在的局限性进行分析,进而结合国内外最新研究成果,从建模理论,评分规则和欺诈防范等方面对多因素信任模型进行了比较研究。最后对信任模型未来发展进行了展望。
At present, different kinds of malicious acts appear in C2C online auctions, particularly the phenomenon of lack of trust. Therefore, how to build an effective trust model has become a serious problem. Firstly limitations of single-factor trust models adopted by C2C auction websites are analyzed in the article. Then, multi-factor trust models of are compared from modeling, scoring and fraud prevention on the basis of literatures review. Finally, the development of trust model in the future are prospected.
基金
教育部人文社会科学研究规划项目(10YJA630143)
