基于评价相似度及拍卖行为的信任模型

Trust model based on evaluation similarity and auction behavior

电子商务中如何选择可信卖家进行交易已经成为众多学者研究的对象,在此采用拍卖模式描述电子商务中的交易行为,并基于相似度、可信推荐者列表为买家选择可信的交易卖家。首先,计算买家与推荐者评价的相似度并选择较可信的一些推荐者加入到可信推荐者列表;然后,基于买家的可信推荐者列表,结合时间窗口等方面的因素,计算出卖家的私有信任度和公有信任度;最后,通过期望价值函数为买家选择出可信交易卖家。实验表明,该模型能够提高信任度计算的准确性,有效帮助买家选择可信卖家,提高交易成功率。

How to choose trusted sellers in e-commerce transactions has become one of research objects of many scholars. In this paper, the auction mode is used to describe the trading behavior in e-commerce transactions, and trusted sellers are se- lected for buyers on the basis of evaluation similarity and list of trusted recommenders. First, the similarity between the buyers＇ evaluation and the recommenders＇ evaluation is calculated to add some recommenders into the list of trusted recommenders. Then, based on the list of trusted recommenders and other factors such as the time window, the seller＇s private credibility and public credibility are calculated. Finally, the trustworthy seller can be selected for the buyer by means of the expected value function. The experimental results show that the model can improve the accuracy of credibility calculation~ help buyers select trusted sellers, and improve the success rate of transactions.