Research and implementation on multi-dimension trust evaluation method with web service

Integrating with practical e-commerce application, this paper introduces a novel multi-dimension evaluation method to depict and calculate the trust values. The multi-dimension evaluation metrics include functional and nonfunctional properties and corresponding weights. The continuous measurement values and the Markov chain mechanism are adopted to compute the trust value and detect the malicious behaviors. The current evaluation has larger influence factor on the next transaction behavior. A trust model is implemented with web service which consists of publication, filtrating, calculating and storage center. It is easily extended and the user only defines each property and its weights according to specific requirements, then the trust values are got. In order to conveniently manage and avoid the dead-lock, some constraint rules are proposed. The results show that the method based on multi-dimension can reflect objectively the dynamic change of trust values.

时间标志对消费者产品偏好的影响

近些年,市场经济与电子商务的快速发展极大地丰富了消费者的购物选择。但是,与之相伴的产品信息过剩则增加了消费者的决策困难并引发非理性消费的风险。本文关注消费者在产品的愿望性属性和可行性属性之间的权衡,首次提出时间标志这一细微的环境因素会影响消费者在两种属性之间的权衡结果以及最终的产品偏好。通过五个实验,结果证实:(1)开端时间标志使消费者赋予产品愿望性属性更高的权重并因此更加偏好在愿望性属性上表现更好的产品选项;(2)促进定向是上述影响关系的解释机制;(3)消费者的年龄在上述影响关系中起调节作用。研究结论不仅进一步深化与拓展了现有的时间标志文献,并且有助于企业选择正确的营销时点提升营销活动的效果,同时有助于消费者正确认识影响其自身产品偏好的环境因素,增加理性消费。