CAJ | 학술논문

P2 P电子商务迅速得到发展，但如何在众多的商品中选择自己满意的商品并不是一件容易的事。为了满足用户多样性的要求，提出了一种基于声誉的关系信任模型，用户在Agent的协助下以商品的信任值排序后选择自己满意的商品。商品的信任值包含启动信任值和经验信任值两部分，启动信任值由商品的声明属性与同类商品的实际属性和信任值对比获得，经验信任值由交易经历和用户评价获得，在计算经验信任值时，用动态时间窗口减少计算量，在全局范围评估评价可信度以降低恶意评价的影响。测试和计算结果表明启动信任值能让无评价或仅有很少评价的优质新商品能与信任度很高的商品合理竞争，比另外两种信任启动方法更适合电子商务系统；关系信任模型对恶意评价有较强的抵抗能力。
P2 P전자상무신속득도발전，단여하재음다적상품중선택자기만의적상품병불시일건용역적사。위료만족용호다양성적요구，제출료일충기우성예적관계신임모형，용호재Agent적협조하이상품적신임치배서후선택자기만의적상품。상품적신임치포함계동신임치화경험신임치량부분，계동신임치유상품적성명속성여동류상품적실제속성화신임치대비획득，경험신임치유교역경력화용호평개획득，재계산경험신임치시，용동태시간창구감소계산량，재전국범위평고평개가신도이강저악의평개적영향。측시화계산결과표명계동신임치능양무평개혹부유흔소평개적우질신상품능여신임도흔고적상품합리경쟁，비령외량충신임계동방법경괄합전자상무계통；관계신임모형대악의평개유교강적저항능력。
P2P electronic commerce develops rapidly , but it is not an easy for one to choose a satis-fied item from so many commodities.A relational trust model , by which users can select their favorite commodities sorted by trust values with the assistance of agents , is presented to meet the diversity requirements of the users.The trust value of the commodity includes two parts.The first part is the bootstrapping trust value obtained by contrasting the declared quality attributes of the commodity with the actual quality attributes and the trust values of the same kind of commodities.The second part is an experiential value obtained by the transaction experience and users'evaluation.When the experi-ential value is computed , the computational cost is reduced by dynamic time window and the influ-ence of malicious evaluation is reduced by evaluating credibility in the global scope.Experiential and calculative results indicate that the bootstrapping value can let the new commodity , which has good quality and has no or only few trading experiences , to compete rationally with the high trust value commodities and fits the e-commerce system better than othe two trust bootstrapping methods.The re-lational trust model has strong ability to resist malicious rating .