面向交易型虚拟社区的信用评价模型研究

Credit evaluation model to transactional virtual community

交易型虚拟社区中,商家信用度是影响消费者购买的关键因素之一。针对网络交易中存在的问题,通过分析现有的信用评价模型,结合交易金额和信任的时间属性,引入时间衰减函数,提出一个商家信用度计算的新模型。模拟实验结果表明,改进的模型能起到抑制刷信用和周期行骗等行为,从而能客观准确的计算出商家的信用度。

The credit rating of business is a key factor which influences purchasing in transactionalvirtual community. Based on the need of consumers, this paper analyzes existing credit evaluationmodels, and combined with the time of the transaction amount and the trust property, introduction of timedecay function, proposed new model for a merchant credit calculation. The simulation results show that,improved model can play suppression brush credit and cycle deception, objective and accurate businesscredit.