B2C电子商务中信任评价机制研究

Study of Trust Evaluation Mechanism for Business-to-Customer E-Commerce

为了提高B2C电子商务交易的安全性及成功率,客观地反映客户对站点的信任度,提出了基于云模型的信任评价机制。从历史交易评价、站点品牌、商品价格、物流和服务等方面分析B2C电子商务中的信任影响因素,通过信任云的定义来实现信任定性描述与定量表示的统一,基于逆向信任云生成算法、信任云合并算法以及信任云的相似度算法来建立信任评价模型。最后,通过计算结果结合主观推断实现了信任的决策。仿真实验分析验证了本方法的有效性及合理性。

To improve the security and success rate of transaction in B2C E-commerce and reflect the credibility of customer objectively, a trust evaluation mechanism is proposed base on cloud model theory. It aims to analyze the factors which affect online perception trust in B2C E-commerce from historical transaction evaluation, site popularity, commodity price, Logistics and services. By creating definition of the trust cloud, the qualitative description and quantitative representation of trust is unified. A new trust evaluation model is established based on algorithm of converse trust cloud generator and trust merging and algorithm of similarity. At last, by the result of calculation combining with subjective inference decision-making of trust is realized. The results of simulation experiments show that the trust evaluation model is valid and rational.