基于服务风险的云服务商信任评价研究

Research on Trust Evaluation of Cloud Provider Based on Service Risk

云服务风险的发生,导致中小企业用户无法使用服务商所承诺的服务质量水平,进而引发用户对云服务商的信任危机。以用户与云服务商之间的信任关系为切入点,从用户视角出发探讨了服务风险的发生对双方信任关系的影响,以期对云服务商的市场策略提供有针对性的对策建议。在将中小企业用户与云服务商之间的信任关系划分为直接信任关系和间接信任关系的基础上,得到不同用户对云服务商信任评价的综合模型,进一步利用计算机数值仿真验证了所构建信任评价模型的有效性。研究结果表明:服务风险的发生会对云服务商的信誉造成负面影响;用户对服务风险的厌恶程度越高,其对云服务商的信任就越低;服务风险的发生,对间接信任的负向影响要显著大于对直接信任的负向影响。

Service risk make the customer can＇t use the service promised by cloud provider,which will give rise to the trust crisis of cloud service provider. This paper focused on the trust relationship between customer and cloud service provider and explored the influence of cloud service disruption on providers＇ trust evaluation. Firstly,decomposing the trust between customer and the cloud service provider into direct trust and indirect trust,then quantifying them with probability statistical method,respectively. Secondly,the values of direct trust and indirect trust were updated separately according to the update mechanism of trust value. Furthermore,the comprehensive model of trust value evaluation was obtained. Finally,numerical simulation demonstrated the effectiveness of the model. The results show that service risk has a negative effect on the provider＇s reputation; the higher of the degree of risk aversion,the trust value of the service provider is lower; the impact effect of service risk on indirect trust is larger than that on direct trust.