CAJ | 학술논문

C2C模式电子交易平台以其便利、自由和高效性，而得到迅速发展，但由于其中信任评价机制的不完善，使得对交易参与者的监管难度增大，交易中仍存在较大的风险。针对目前信任评价机制的不完善，提出了基于声誉的信任机制，通过计算交易参与方的信任度以达到识别不诚实的个体的目的。通过进一步研究和分析影响评价的因素，使用时间窗口和交易窗口机制对参与计算的评价进行选择，并综合考虑评价者的自身信任度。对模型的有效性和效率都进行了理论分析和实验验证。结果表明，提出的模型能够有效地应用于C2C电子商务系统中。
C2C모식전자교역평태이기편리、자유화고효성，이득도신속발전，단유우기중신임평개궤제적불완선，사득대교역삼여자적감관난도증대，교역중잉존재교대적풍험。침대목전신임평개궤제적불완선，제출료기우성예적신임궤제，통과계산교역삼여방적신임도이체도식별불성실적개체적목적。통과진일보연구화분석영향평개적인소，사용시간창구화교역창구궤제대삼여계산적평개진행선택，병종합고필평개자적자신신임도。대모형적유효성화효솔도진행료이론분석화실험험증。결과표명，제출적모형능구유효지응용우C2C전자상무계통중。
C2C e-commerce trading platform develops rapidly because it provides a convenient, free and efficient way, However the current evaluation mechanism is not good enough to regulate the auction participants, thus trading still has considerable risk. So the reputation-based trust mechanism is proposed, which is based on the trust of trading participants, to distinguish the dishonest individuals. Considering the impact factors of the trust evaluation, two different criteria, the time window and trade window, are used to select the evaluations that involved in the calculation, customers’own trust is considered as well. The effectiveness and efficiency of the modal are proved by theoretical analysis and simulation study. The results show that the proposed model can be applied to the C2C e-commerce systems effectively.