论文部分内容阅读
电子商务实体的信任涉及交易额、交易发生时间、实体参与交易的活跃度等诸多因素.针对电子商务环境的信任评价,大多数基于声誉的信任评价模型是单维度的,只根据单一的交易属性对历史交易给出粗粒度的评价.文章提出了一种基于交易上下文属性的多维度信任模型,结合考虑时间衰减因素、交易额影响和交易次数给出实体交互信任度量方法,利用实体活动相似度计算信任推荐实体的可信程度,综合直接信任和推荐信任来对电子商务交易实体进行信任评估.实例分析表明,模型较好地体现了交易上下文属性对信任计算的影响,增强了信任模型在交易上下文属性上的敏感性.
The trust of e-commerce entities involves many factors such as the amount of transactions, the time of transaction, the degree of activity of the entities involved in transactions, etc. For the trust evaluation of e-commerce environment, most reputational trust evaluation models are single- This paper gives a multi-dimensional trust model based on the transaction context attributes, and gives a method of trust measurement based on considering the factors of time decay, the impact of the transaction volume and the number of transactions, and makes use of the similarity of the entity activity And calculates the trustworthiness degree of trust recommendation entity, and makes trust evaluation of e-commerce transaction entity by combining direct trust with recommendation trust.The case study shows that the model better reflects the influence of transaction context attributes on trust computation and enhances trust model’s performance in transaction Sensitivity on contextual attributes.