平台型电子商务在线交易评价主体的信誉评估

On Reputation Evaluation for Estimators of E-Commerce Online Transactions

针对平台型电子商务在线交易主体不真实地评价在线交易活动、甚至伪造好评或恶意差评等问题,分析影响电子商务在线交易评价主体信誉的相关因素,构建在线交易评价主体信誉的评价指标体系.利用层次分析法确定各评价指标的权重系统,并通过设计评价指标体系的计分标准,构造在线交易评价主体信誉评估模型.实验证明,本模型实现算法简单、高效,能够在现有的平台型电子商务信誉评价系统中推广应用.

Aiming at the problem of trust fraud that estimators of E‐Commerce online transactions don＇t evaluate the online trading activities actually and objectively ,even fake good evaluation or give the w orst e‐valuation intentionally ,the relevant impact factors and the evaluation index system of reliability of estima‐tors of E‐Commerce online transactions have been analyzed .Then ,by means of analytic hierarchy process （AHP） to determine the weight of each evaluation index and designing the evaluation index system of sco‐ring criteria ,the reputation evaluation model for estimators of E‐Commerce online transactions has been constructed .The experiment shows that the weights of the evaluation indexes are scientifically reasonable , and the implementation of the model algorithm is simple and efficient .Thus ,the model can be widely used in the existing E‐Commerce credit evaluation system .