计算机工程与应用Issue(7)：106-111,6.DOI:10.3778/j.issn.1002-8331.1405-0092
面向价值的O2O电子商务信任预测模型
Value-based trust evaluation model for O2O E-commerce
摘要
Abstract
The trust fraud in E-commerce market has restricted the rapid development of the O2O E-commerce. This paper proposes a value-based trust evaluation model for O2O E-commerce in order to balance the interests of three transactions partners. In this model, to compute the trust score of offline businesses and consumers, the belief factor is introduced to integrate the local reputation with the global reputation, and many factors are considered, such as transaction feedback, transaction time, transaction amount, the number of transactions, existing reputation value, reliability of transaction evalu-ation, through the integration of local and global reputations predict offline trust businesses and consumers. The experi-mental results show that the proposed trust model can effectively calculate the dynamic trust scores of offline businesses and consumers, and has the strong ability of against dishonest transactions, and can update the trust scores of O2O transac-tions partners in real time.关键词
电子商务/O2O/信任预测/信任度/组合服务Key words
E-commerce/O2O/trust evaluation/trust score/composite services分类
信息技术与安全科学引用本文复制引用
蔡志文,林建宗..面向价值的O2O电子商务信任预测模型[J].计算机工程与应用,2015,(7):106-111,6.基金项目
国家社会科学基金（No.12BGL121）。 （）
