摘要
C2C模式电子交易平台以其便利、自由和高效性,而得到迅速发展,但由于其中信任评价机制的不完善,使得对交易参与者的监管难度增大,交易中仍存在较大的风险。针对目前信任评价机制的不完善,提出了基于声誉的信任机制,通过计算交易参与方的信任度以达到识别不诚实的个体的目的。通过进一步研究和分析影响评价的因素,使用时间窗口和交易窗口机制对参与计算的评价进行选择,并综合考虑评价者的自身信任度。对模型的有效性和效率都进行了理论分析和实验验证。结果表明,提出的模型能够有效地应用于C2C电子商务系统中。
C2C e-commerce trading platform develops rapidly because it provides a convenient, free and efficient way, However the current evaluation mechanism is not good enough to regulate the auction participants, thus trading still has considerable risk. So the reputation-based trust mechanism is proposed, which is based on the trust of trading participants, to distinguish the dishonest individuals. Considering the impact factors of the trust evaluation, two different criteria, the time window and trade window, are used to select the evaluations that involved in the calculation, customers’own trust is considered as well. The effectiveness and efficiency of the modal are proved by theoretical analysis and simulation study. The results show that the proposed model can be applied to the C2C e-commerce systems effectively.
出处
《计算机工程与应用》
CSCD
2014年第17期120-124,244,共6页
Computer Engineering and Applications
基金
国家自然科学基金(No.61173188
No.61173187)
安徽大学"211工程"基金(No.02303402)
