现代电子技术2017，Vol.40Issue(18)：15-19,5.DOI:10.16652/j.issn.1004-373x.2017.18.004
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
摘要
Abstract
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.关键词
评价相似度/私有信任度计算/公有信任度计算/可信卖家/时间窗口Key words
evaluation similarity/private credibility calculation/public credibility calculation/trusted seller/time window分类
信息技术与安全科学引用本文复制引用
李道全,郭瑞敏,吴兴成..基于评价相似度及拍卖行为的信任模型[J].现代电子技术,2017,40(18):15-19,5.基金项目
山东省自然科学基金项目(ZR2011FL002) （ZR2011FL002）
