基于云模型的电子商务在线信誉评估研究

Cloud Model of E-commerce Online Reputation Assessment

为提升电子商务在线信誉评估的真实性与客观性、减少交易风险,提出了一种基于云模型的电子商务在线信誉评估方法。通过分析电子商务交易近期评价与历史评价记录,获取5个评估指标,将评估指标生成对应的分指标信誉评估云;计算分指标信誉评估云的数字特征参数值,将获得的参数值合成综合信誉评估云,比较综合信誉评估云与信誉评估基云得到电子商务的在线信誉评估等级。实验证明:利用该方法能够有效算出不同指标的信誉评估云数字特征,获取电子商务在线信誉评估等级,从而提升电子商务在线信誉评估的真实性与客观性,减少交易风险。

In order to improve the authenticity and objectivity of e-commerce online reputation evaluation,and reduce transaction risk,this paper proposes an e-commerce online reputation evaluation method based on cloud model.By analyzing the recent evaluation and historical evaluation records of e-commerce transactions,five evaluation indicators are obtained,and the corresponding sub index reputation evaluation cloud is generated from the evaluation indicators.The digital characteristic parameter values of sub index reputation evaluation cloud are calculated,and the obtained parameter values are synthesized into the comprehensive reputation evaluation cloud,and the online reputation evaluation level of e-commerce is obtained by comparing the comprehensive reputation evaluation cloud and the reputation evaluation base cloud.Experiments show that:using this method can effectively calculate the cloud digital characteristics of different indicators of credit evaluation,and obtain the online reputation evaluation level of e-commerce,so as to improve the authenticity and objectivity of e-commerce online reputation evaluation,and reduce transaction risk.