基于名声评价的信任模型研究

Research of trust model based on reputation evaluation

根据交易者在交易环境中的角色划分设立商家名声与消费者名声,提出了基于评价时间顺序、交易金额和消费者信任值权重的信任模型;通过金额和消费者信任值加权计算商家加权平均分,在判断消费者评价可信度基础上,考虑时间衰减因子计算商家信任值。实验证明,该信任模型能够准确地判断诋毁消费者和不诚信商家,提高了信任模型的抗攻击能力和可用性,可有效帮助消费者识别商家的信任值变化趋势。

This paper establised the merchant′s fame and consumer′s fame according to the role in trading environment,proposed trust models based on time sequence,the transaction amount and consumer trust value of weight.Through the amount and consumer trust value weighted average businessman,weighted in judgment based on consumer evaluation credibility attenuation factor to consider time calculated value.Theoretical analysis and experimental results show that the proposed trust model could accurately judge denigrate consumers and dishonest merchants.The ability of against the attack and usability about trust model is effectively improved,that can help consumers identify merchants trust value changing trends.