基于声誉的C2C电子商务信任模型研究

发布时间：2018-06-19 07:48

本文选题：电子商务 + C2C(消费者对消费者)　；参考：《中国矿业大学》2017年硕士论文

【摘要】：由于网络的虚拟性与匿名性,交易双方存在信息不对等的问题。卖家可能发布虚假商品信息,而买家也可能提交虚假评价,造成炒作、诋毁、诈骗等恶意攻击。尽管网络交易中恶意行为层出不穷,但现有的C2C电子商务在线声誉系统采用的信任模型过于简单,并不能有效地抵抗恶意攻击,严重阻碍了C2C电子商务的健康发展。为了应对网络购物中存在的信任问题,本文分析了C2C在线声誉系统的应用现状,借鉴现有的信任模型,提出了一种基于商家信任度和商品信任度的信任模型(Trust Model Based on Seller Trust and Product Trust,SPT)。SPT模型包括两个部分:基于商家信任度的信任模型(Trust Model Based on Seller Trust,S-T)和基于商品信任度的信任模型(Trust Model Based on Product Trust,P-T),分别计算商家信任度与商品信任度。S-T模型将交易节点区分为卖家节点和买家节点,考虑了系统默认好评、交易失败率、买家购物经验等影响因素,并提出了交易可信度、评价检测因子等新概念。S-T模型分`别计算了直接信任度、买家信用度与卖家声誉值,通过置信因子综合直接信任度与卖家声誉形成商家信任度。P-T模型提出了商品推荐度和推荐可信度两个新概念,用以计算商品信任度。SPT模型将商家信任度与商品信任度结合,通过风险调控函数调控获取最后的综合信任值。仿真实验设计了四种程度的恶意攻击来验证SPT模型的有效性与抗攻击性,并选取其他模型与SPT进行对比实验。实验结果表明,本文提出的SPT模型具有良好的有效性与抗攻击性。与其他模型相比,SPT具有较高的准确性与计算效率。
[Abstract]:Due to the fictitious and anonymous nature of the network, there is the problem of unequal information between the two parties. Sellers may publish false commodity information, while buyers may submit false comments, resulting in malicious attacks such as hype, denigration, fraud and so on. Although malicious behavior appears endlessly in network transactions, the trust model used in the existing online reputation system of C2C e-commerce is too simple to resist malicious attacks effectively, which seriously hinders the healthy development of C2C e-commerce. In order to deal with the trust problems in online shopping, this paper analyzes the application status of C2C online reputation system, and draws lessons from the existing trust model. In this paper, a trust model based on merchant trust and commodity trust is proposed. Trust Model based on Seller Trust and Product Trust SPT.SPT includes two parts: trust based Trust based on Seller Trust S-T and trust based on commodity trust. Trust Model based on Product TrustCon P-T is used to calculate the merchant trust and commodity trust. S-T model divides the transaction node into seller node and buyer node. Taking into account the system default praise, transaction failure rate, buyer shopping experience and other factors, and put forward a new concept such as trading credibility, evaluation and testing factors. S-T model can calculate the direct trust, buyer's credit and seller's reputation, etc. Through the confidence factor synthesis direct trust degree and the seller reputation formation merchant trust degree. P-T model proposed the commodity recommendation degree and the recommendation confidence degree two new concepts, used to calculate the commodity trust degree. SPT model will combine the merchant trust degree and the commodity trust degree. Finally, the final comprehensive trust value is obtained through the regulation of risk regulation function. Four kinds of malicious attacks are designed to verify the effectiveness and anti-attack of SPT model, and the other models are compared with SPT. The experimental results show that the SPT model proposed in this paper has good effectiveness and anti-aggression. Compared with other models, SPT has higher accuracy and computational efficiency.
【学位授予单位】：中国矿业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.36;TP309

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