上下文属性感知的电子商务信任模型

Context Factor-aware Trust Model for E-commerce System

电子商务实体的信任涉及交易额、交易发生时间、实体参与交易的活跃度等诸多因素.针对电子商务环境的信任评价,大多数基于声誉的信任评价模型是单维度的,只根据单一的交易属性对历史交易给出粗粒度的评价.文章提出了一种基于交易上下文属性的多维度信任模型,结合考虑时间衰减因素、交易额影响和交易次数给出实体交互信任度量方法,利用实体活动相似度计算信任推荐实体的可信程度,综合直接信任和推荐信任来对电子商务交易实体进行信任评估.实例分析表明,模型较好地体现了交易上下文属性对信任计算的影响,增强了信任模型在交易上下文属性上的敏感性.

In e-commerce systems, the trust relationship between transaction entities is concerned with many factors, such as the amount of transaction, the trading time, the entity participation activity. For the e-commerce environment, most of existing reputation-based trust models are one-dimensional, which give coarse-gained evaluation based on single transaction factor. A multi-dimensional trust model is presented based on the transaction context factors in this paper. In this model, the direct trust of interactive entities is estimated by integrating the time-decay factor, the transaction amount and the participation frequency, the trustwortiness of recommendation feedback is calculated by measuring similarity of entity＇s activities, and the trust of e-commerce entities is evaluated by combing direct trust and the recommendation trust. The practical example analysis shows that the proposed model can effectively explain the effect of the transaction context factors on the entity trust,and can improve the trust sensitivity to the transaction context factors.