电子商务环境下基于证据理论的信任评估模型

Trust Evaluation Model under the Electronic Commerce Environment Based on Evidence Theory

信任管理是制约电子商务发展的瓶颈问题,是保障虚拟环境下交易系统的可靠性和可信性必须要解决的关键问题.结合社会学中的信任机制提出一种基于证据理论的信任评估模型,该模型模拟人类社会中的信任关系的获得、演化、融合等将电子商务环境下节点企业节点间的信任分解为直接信任和间接信任.并通过证据理论的合成规则进行多信任证据源的融合.该模型能很好得模拟真实环境下信任的获取、演化和融合的机制.

Trust management is the bottleneck of e-commerce development.It is the key problem to solve for the reliability and credibility of virtual environment trading system.this paper puts forward a kind of trust mechanism based on evidence theory.The trust evaluation model decomposed trust between enterprise nodes of the e-commerce environment into direct trust and indirect trust.And calculate the global trust through the evidence theory more evidence of the source fusion.This model can simulate acquisition,evolution and fusion of trust mechanism well in the e-commerce environment.